Readings on Market-Driving Strategies

Gregory Carpenter , Rashi Glazer , Kent Nakamoto

Editura: Prentice Hall
Examining the links between consumer behavior and marketing strategy, this reader brings to light the behavioral foundations of competitive brand strategy. The authors gather and explore classic and contemporary views of consumer judgment and decision-making. Suitable for a market strategies course as well as a course or seminar on consumer behavior.
  • Limba : Engleza
  • Cuprins :

    I. THE FORMATION OF PREFERENCES.

     1. Introduction: The Nature of Consumer Behavior.
     2. Availability of Well-Defined Internal Knowledge and the Attitude Formation Process: Information Aggregation Versus Self-Perception.
     3. Consumer Preference Formation and Pioneering Advantage.
     4. Order-of-Entry Effects on Consumer Memory and Judgment: An Information Integration Perspective.
     5. Managing What Customers Learn from Experience.
     6. Competitive Strategies for Late Entry into a Market with a Dominant Brand.

    II. ATTRIBUTE PERCEPTION AND COGNITIVE REFERENTS.

     7. Features of Similarity.
     8. Alternative Approaches to Understanding the Determinants of Typicality.
     9. The Effects of Brand Positioning Strategies on Consumers' Brand and Category Perceptions: Some Insights from Schema Research.
    10. A Reference Price Model of Brand Choice for Frequently Purchased Products.
    11. Using Dominance Measures to Evaluate Brand Exten
  • Data Publicarii : 1997
  • Editie : 1
  • Format : Paperback
  • Numar pagini : 540
  • ISBN : 9780321014139
Rating:
365.99 Lei
Disponibilitate : 3-5 saptamani

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