Consumer behaviour : implications for marketing strategy
by
Neal, Cathy M.
Title
:
Consumer behaviour : implications for marketing strategy
Author
:
Neal, Cathy M.
ISBN
:
9780074709764
9787777778097
Personal Author
:
Neal, Cathy M.
Edition
:
3rd ed.
Publication Information
:
Sydney : McGraw-Hill, c2002.
Physical Description
:
xvii, 590 p. : ill. ; 25 cm. + 1 computer laser optical disc (4 3/4 in.)
General Note
:
Includes index.
Previous ed. : published in 1998.
Contents
:
Introduction: 1. Consumer behaviour and marketing strategy -- Part One. Consumer process: 2. Situational influences; 3. Problem recognition; 4. Information search; 5. Evaluating and selecting alternatives; 6. Outlet selection and purchase; 7. Postpurchase processes, customer satisfaction and consumer loyalty -- Part Two. Internal Influences: 8. Perception; 9. Learning and memory; 10. Motivation, personality and emotion; 11. Attitude and attitude change -- Part Three. External Influences: 12. Australasian society: demographics and lifestyles; 13. Household structure and consumption behaviour; 14. Group influence and communication; 15. Social stratification; 16. Culture and cross-cultural variations in consumer behaviour -- Part Four. Contemporary Topics in Consumer Behaviour: 17. Organisational buying behaviour; 18. Consumers and society -- Appendix A. Consumer research methods -- Appendix B. Examples of consumer and marketing legislation and self-regulation in Australia and New Zealand.
Abstract
:
Marketing professionals and the broader business community recognise that the focus of business strategy must be on the consumer. This book presents the fundamental concepts in a contemporary context that encourages the development of decision-making and problem-solving skills. Applying these skills is critical for the assessment of buyer behaviour and the creation of superior marketing strategies. The book provides an extensive range of Asia Pacific case studies, broad coverage of the Internet and communication technologies, and meaningful student and instructor support.
Reading Level
:
Tertiary students.
Subject Term
:
Consumer behavior -- Australia.
Market surveys -- Australia.
Consumer behavior -- Australia -- Case studies.
Market surveys -- Australia -- Case studies.
Consumer behavior -- New Zealand.
Consumer behavior -- New Zealand -- Case studies.
Market surveys -- New Zealand.
Market surveys -- New Zealand -- Case studies.
Added Author
:
Quester, Pascale G. (Pascale Genevieve)
Hawkins, Del I.
| Library | Material Type | Item Barcode | Shelf Number | Copy |
|---|
| IIEMSA | General Books | 33168015725324 | 658.83420994 N338C 2002 | 1 |