消费者行为与营销战略 第4版 英文版PDF电子书下载

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CONTENTS IN BRIEFSECTION 1

SECTION 2

SECTION 3

SECTION 4

SECTION 5

A PERSPECTIVE ON CONSUMER BEHAVIORCHAPTER 1 Introduction to Consumer Behavior and Marketing Strategy 5

CHAPTER 2 A Framework for Consumer Analysis 23

AFFECT AND COGNITION AND MARKETING STRATEGYCHAPTER 3 Introduction to Affect and Cognition 45

CHAPTER 4 Consumers’Product Knowledge and Involvement 81

CHAPTER 5 Attention and Comprehension 119

CHAPTER 6 Attitudes and Intentions 155

CHAPTER 7 Consumer Decision Making 191

BEHAVIOR AND MARKETING STRATEGYCHAPTER 8 Introduction to Behavior 229

CHAPTER 9 Classical and Operant Conditioning 257

CHAPTER 10 Vicarious Learning 281

CHAPTER 11 Analyzing Consumer Behavior 303

THE ENVIRONMENT AND MARKETING STRATEGYCHAPTER 12 Introduction to the Environment 337

CHAPTER 13 Cultural and Cross-Cultural Influences 367

CHAPTER 14 Subculture and Social Class 411

CHAPTER 15 Reference Groups and Family 445

CONSUMER ANALYSIS AND MARKETING STRATEGYCHAPTER 16 Market Segmentation and Product Positioning 481

CHAPTER 17 Consumer Behavior and Product Strategy 507

CHAPTER 18 Consumer Behavior and Promotion Strategy 535

CHAPTER 19 Consumer Behavior and Pricing Strategy 579

CHAPTER 20 Consumer Behavior and Channel Strategy 607

CHAPTER 21 Social and Ethical Considerations 641

NOTES 661

GLOSSARY 706

NAME INDEX 722

SUBJECT INDEX 729

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