Wilkie, William L. 　著

内容

目次

Partial table of contents: The Fascinating Field of Consumer Behavior.Marketers' and Consumers' Views. Market Segmentation. THE CONSUMER AS ANINDIVIDUAL. Consumer Motivation I: Essentials. Consumer InformationProcessing. Consumer Perception I: Attention to Marketing Cues. ConsumerLearning. EXTERNAL INFLUENCES ON CONSUMER BEHAVIOR. Cultural Influences.Household Influences. CONSUMER DECISION PROCESSES. Consumer Decisions II:Purchase Processes. SPECIAL TOPICS IN CONSUMER BEHAVIOR. OrganizationalBuying Behavior. Notes. Glossary. Indexes.