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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Book Description Dryden Press. Paperback. Book Condition: Good. Book has a small amount of wear visible on the binding, cover, pages. Bookseller Inventory # G0030468426I3N00
Book Description Dryden Press, 2001. Paperback. Book Condition: Good. Good condition, some are ex-library and can have markings. Bookseller Inventory # GD-001-62-3224003
Book Description Dryden Press, 2001. Paperback. Book Condition: Very Good. Very good. Bookseller Inventory # HH-001-62-3224003