This text seeks to make a connection between customer behaviour principles and the elements of marketing strategy. It covers the behaviours of customers both in the household and the business market. It looks at three customer roles: user; payer; and buyer, addressing the concerns of all three roles. The book also approaches the established topics of culture and reference groups, demographics and psychographics, perceptions, learning, motivation, attitudes, decision-making, and post-choice experience. It also includes such managerial applications as segamentation as a response to customer differences, relationship marketing, and strategies for creating market values for the customer.
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"The content is comprehensive, the style is accessible, the examples and illustrations are first class...marketing students should read Customer Behavior; it has a lot of salutary messages for marketing practitioners, marketing managers, and marketing strategists as well." (Dr. Ted Johns, CIM Senior Examiner -- Dr. Ted Johns, CIM Senior Examiner
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Book Description South-Western College Pub, 1998. Hardcover. Book Condition: New. Bookseller Inventory # P11003098016X
Book Description Dryden Pr, 1998. Hardcover. Book Condition: New. Bookseller Inventory # DADAX003098016X
Book Description South-Western College Pub, 1998. Hardcover. Book Condition: New. book. Bookseller Inventory # 003098016X
Book Description Thomson Learning. Book Condition: New. pp. 799. Bookseller Inventory # 7585647