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Consumer Behaviour, Applications in Marketing, Second Edition

Consumer Behaviour, Applications in Marketing, Second Edition

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9.00лв


Contents
About the Authors vii
 
Preface vili
 
Acknowledgements xi
 
Companion Website xii
 
PARTI INTRODUCTION 1
 
1 Ideas and Explanations in Consumer Research 3
 
PART 2 CONSUMPTION PATTERNS 25
 
2 Customer Loyalty 27
 
3 Brand Knowledge, Brand Equity and Brand Extension. 47
 
4 Stationary Markets 63
 
5 Market Dynamics 86
 
6 Consumer Group Differences 109
 
PART 3 EXPLAINING DECISION-MAKING 127
 
7 Predicting and Explaining Behaviour 129
 
8 Information Processing and Decision-Making 149
 
9 Consumer Satisfaction and Quality I/O
 
PART 4 MARKET RESPONSE 193
 
10 Consumer Response to Price and Sales Promotions 195
 
11 The Retail Context 216
 
12 Word-Of-Mouth Influence 237
 
13 The Response to Advertising 262
 
References 284
 
Author Index 321
 
Subject Index 328
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