Consumer Behavior: A Framework

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9780130169723: Consumer Behavior: A Framework

For undergraduate and MBA-level courses in consumer behavior. A slimmed down and thoroughly revised version of Mowen and Minor's Consumer Behavior. Written to provide a concise, yet complete review of consumer behavior. The text contains the material that students need to understand the consumer and to develop managerial strategies to market products.

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From the Inside Flap:

Preface

We wrote Consumer Behavior. A Framework to provide a concise yet complete overview of the field of consumer behavior. Our goal was to strip away all of the excess baggage found in today's textbooks on consumer behavior. Framework contains the factual material that students and professionals need to understand the factors that influence consumer behavior and to develop managerial strategies to market products to consumers. With this concise primer in mind, we also include a comprehensive set of ads, diagrams, cases, exercises, and glossary terms that the student can access at consumerbehavior. Together, text and Web site provide the essence of consumer behavior.

Framework offers three key benefits. First, most noticeable to students is that the book is inexpensive and easy to carry around because of its slim size.

The second benefit of the book is that it retains the key strengths of our longer text, Consumer Behavior, Fifth Edition. That is, Framework provides high knowledge content, high managerial content, and high technology content. Despite its slimmed down size, Framework contains the key information that students need to know about the field. We take a balanced approach to the field by integrating throughout the text the three perspectives on consumer behavior: the decision making, the experiential, and the behavioral.

In order to emphasize the managerial applications of consumer behavior, each chapter concludes with a summary of how the consumer behavior concepts can be employed to develop managerial strategy. An entire chapter (chapter 2) is devoted to identifying the managerial applications areas to which the concepts can be applied. Each chapter then concludes with a summary of how the consumer-behavior concepts can be employed to develop managerial strategy. We use the acronym PERMS, to summarize the strategies: Product positioning and differentiation, Environmental analysis, marketing Research, Marketing mix development, and Segmentation.

The third benefit of Framework is that it is instructor friendly. We have created a Web site, consumerbehavior, that is accessible to instructors and students. The site contains cases to which the answers may be found in the instructor's manual. The site also contains the most complete and thoroughly developed PowerPoint presentations of any consumer behavior book. The PowerPoint presentations are accessible to students so that they can be downloaded for class. Instructors can modify the presentations as they wish. Also included on the Web site are lecture notes and links to sites on the World Wide Web. Of course, adopters are provided with a comprehensive instructor's manual, which includes lecture outlines and a lengthy test bank.

Furthermore, Framework can be packaged with a diverse set of additional materials offered either free or for a nominal price.

Printed versions of the cases found on the Web E Biz for a Marketing Guide 2001 E-Marketing, Second Edition, by Strauss and Frost Marketing PlanPro software PhotoWars simulation Custom exercises

In sum, we believe that instructors and students will find Consumer Behavior: A Framework to be informative, interesting to read, managerially relevant, and technologically sophisticated.

Of course, without the support of many people, Framework could not have been written. Both authors thank Bruce Kaplan and Whitney Blake of Prentice Hall for their support during the editorial process. Professor Minor thanks the members of his Ph.D. seminar in consumer behavior for reading and commenting on several chapters.

Finally, our fondest thanks go to our families (John's family: Maryanne, Katherine, and Cara; Michael's family: Karen and Amy) for their support, confidence, and good humor. They are truly special people.

From the Back Cover:

Consumer Behavior: A Framework reflects this change in the following ways:

  • 1. Extensive coverage of how the Internet has widened the choices facing consumers.
  • 2. Extensive coverage of how Internet purchasers reveal a wealth of information to marketers.
  • 3.

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Mowen, John C., Minor, Michael
Published by Prentice Hall (2000)
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Mowen, John C.; Minor, Michael
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