Consumer behaviour : implications for marketing strategy

Select an Action

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.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168015725324	658.83420994 N338C 2002	1	Searching... Unknown

Bound With These Titles

On Order

Summary

Third edition marketing strategy textbook. Presents the fundamental concepts of contemporary consumer behaviour and the development of decision-making and problem-solving skills critical for assessing buyer behaviour and developing superior marketing strategies. This edition has been updated to reflect the changing face of the Australasian population and its many subcultures, and to discuss the relevance of technology as a vehicle for reaching the consumer, developing a marketing strategy, and its impact on the globalisation of consumer markets. Includes a consumer behaviour simulation CD-ROM, colour photos, appendices, glossary, references and index.