TY  - BOOK
AU  - Peter,J.Paul
AU  - Peter,J.Paul
AU  - Olson,Jerry C
TI  - Consumer behavier and marketing strategy
SN  - 9780073404769
U1  - 658.8342 21 ed.
PY  - 2010///
CY  - New York
PB  - McGraw Hill, Irwin
KW  - Comportamiento del Consumidor
KW  - Estrategia de Mercadeo
KW  - Planificación Estratégica
KW  - Mercadeo
KW  - Consumer Behavior
KW  - Marketing
N1  - Incluye referencias bibliográficas, índice, glosario, etc; Pte; 1; A perspective on consumer behavior --; Cap; 1; Introduction to consumer behavior and marketing strategy --; 2; A framework for consumer analysis --; Pte; 2; Affect and cognition and marketing strategy --; Cap; 3; Introduction to affect and cognition --; 4; consumers' product knowledge and involvement --; 5; Attention and comprehension --; 6; Attitudes adn intentions --; 7; Consumer decision making --; Pte; 3; Behavior and marketing strategy --; Cap; 8; Introduction to behavior --; 9; Conditioning and learning processes --; 10; Influencing consumer behaviors --; Pte; 4; The Environment and marketing strategy --; Cap; 11; Introduction to the environment --; 12; Cultural and cross-cultural influences --; 13; Subculture and social class --; 14; Reference groups and family --; Pte; 5; Consumer analysis and marketing strategy --; Cap; 15; Market segmentation and product positioning --; 16; Consumer behavior and product strategy --; 17; Consumer behavior and pricing strategy --; 18; consumer behavior and pricing strategy --; 19; Consumer behavior, electronic commerce, and channel strategy
UR  - http://www.mhhe.com/peter9e
ER  -