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Consumer behavior and managerial decision making / Frank R. Kardes.

By: Kardes, Frank R.
Publisher: Upper Saddle River, N.J. : Prentice Hall, c2002Edition: 2nd ed.Description: xviii, 457 p. ; 25 cm.ISBN: 0130916021.Subject(s): Consumer behavior | Decision makingDDC classification: 658.8342
Contents:
Ch. 1. The Scientific Study of Consumer Behavior. - Section I. How Consumers Acquire, Remember, And Use Product Knowledge. Ch. 2. Consumer Attention and Comprehension. Ch. 3. Consumer Memory. Ch. 4.Consumer Judgment. Ch. 5. Consumer Choice. - Section II. Persuasion And Influence. Ch. 6. The Message-Leatning Approaches to Persuasion. Ch. 7. Cognitive Approaches to Persuasion. Ch. 8. Affective and Motivational Approaches to Persuasion. Ch. 9. Self-Persuasion Principles. Ch. 10. Social Influence Principles. - Section III. Managerial Decision Making. Ch. 11. Online Consumer Behavior. Ch. 12. Segmentation and International Marketing. Ch. 13. New Product Development. Ch. 14. Product Management. Ch. 15. Biases in Managerial Decision Making. Ch. 16. Strategies for Improving Managerial Decision Making.
Summary: "This book is organized in three main sections. Sections I explains how consumers acquire, remember, and use information about products and services. Section II focuses on persuasion and influence, and explains how to influence consumers more successfully through the effective use of advertising, promotion, and other marketing tools. Section III examines managerial decision making. This section helps students to apply the arsenal of marketing tools and principles available to them. It also explains common decision-making biases and errors that plague managers and offers tools and strategies for avoiding these pitfalls." - Preface.
Item type Current location Call number Copy number Status Notes Date due Barcode
Main Collection Taylor's Library-TU
658.8342 KAR (Browse shelf) 1 Available SOMAC,37001,03,GR 1000106066

Ch. 1. The Scientific Study of Consumer Behavior. - Section I. How Consumers Acquire, Remember, And Use Product Knowledge. Ch. 2. Consumer Attention and Comprehension. Ch. 3. Consumer Memory. Ch. 4.Consumer Judgment. Ch. 5. Consumer Choice. - Section II. Persuasion And Influence. Ch. 6. The Message-Leatning Approaches to Persuasion. Ch. 7. Cognitive Approaches to Persuasion. Ch. 8. Affective and Motivational Approaches to Persuasion. Ch. 9. Self-Persuasion Principles. Ch. 10. Social Influence Principles. - Section III. Managerial Decision Making. Ch. 11. Online Consumer Behavior. Ch. 12. Segmentation and International Marketing. Ch. 13. New Product Development. Ch. 14. Product Management. Ch. 15. Biases in Managerial Decision Making. Ch. 16. Strategies for Improving Managerial Decision Making.

"This book is organized in three main sections. Sections I explains how consumers acquire, remember, and use information about products and services. Section II focuses on persuasion and influence, and explains how to influence consumers more successfully through the effective use of advertising, promotion, and other marketing tools. Section III examines managerial decision making. This section helps students to apply the arsenal of marketing tools and principles available to them. It also explains common decision-making biases and errors that plague managers and offers tools and strategies for avoiding these pitfalls." - Preface.