Consumer behavior and managerial decision making /
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作 者：Frank R. Kardes.
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ISBN：9780321001993
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简介
An undergraduate text on understanding why consumers act as they do and on applying marketing tools and principles to influence that behavior. New information in the second edition includes a chapter on how the Internet has changed the way people shop and coverage of current trends in the marketplace, how to persuade consumers who are trying to avoid being persuaded, and group decision making. Kardes teaches marketing at the U. of Cincinnati and formerly taught at the Sloan School of Management, MIT. Annotation c. Book News, Inc., Portland, OR (booknews.com)
目录
The Scientific Study of Consumer Behavior
How Consumers Acquire, Remember, And Use Product Knowledge
Consumer Attention and Comprehension
Consumer Memory
Consumer Judgment
Consumer Choice
Persuasion And Influence
The Message-Learning Approach to Persuasion
Cognitive Approaches to Persuasion
Affective and Motivational Approaches to Persuasion
Self-Persuasion Principles
Social Influence Principles
Managerial Decision Making
Online Consumer Behavior
Segmentation and International Marketing
New Product Development
Product Management
Biases in Managerial Decision Making
Strategies for Improving Managerial Decision Making
How Consumers Acquire, Remember, And Use Product Knowledge
Consumer Attention and Comprehension
Consumer Memory
Consumer Judgment
Consumer Choice
Persuasion And Influence
The Message-Learning Approach to Persuasion
Cognitive Approaches to Persuasion
Affective and Motivational Approaches to Persuasion
Self-Persuasion Principles
Social Influence Principles
Managerial Decision Making
Online Consumer Behavior
Segmentation and International Marketing
New Product Development
Product Management
Biases in Managerial Decision Making
Strategies for Improving Managerial Decision Making
Consumer behavior and managerial decision making /
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