Consumer Behavior & Marketing Action 6ED

In today's business world, better understanding of consumers' needs essential to drive marketing strategies. Te successes and failures of implementing marketing concepts and strategies are based primarily on the attempt to integrate the products's Two recent examples of consumer-driven marketing actions:Saturn suceeded in establishing a strong, cult-like following and its appeal to both utilitarian and hedonic needs; while McDonald's failed to shift consumer perceptions of its service orientation with the introduction of the Arch Deluxe sandwich. Consumer Behavior and Marketing Action, 6E chanllenges students to understand the complexities of consumer needs and perceptions and translate them into effective marketing strategies.

Part 1 Consumer Behavior : A Managerial and Consumer Prespective
Part 2 Consumer Decision Making
Part 3 Individual consumer : Cognitive and Experoemtial Processes
Part 4 The Individual Consumer : Characteristics and Lifestyles
Part 5 Consumers and Cultural Influences
Part 6 Group Influences