Consumer Behaviour, Applications in Marketing, Second Edition

Сумата се прибавя директно в кошницата

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