Customer Behavior: A Managerial Perspective
Now in a completely revamped second edition, the authors of Customer Behavior have adapted the content, length, and end-of-chapter materials to produce a new text that is tailored specifically to upper level 4-year, or graduate level programs. Its managerial approach focuses on the household consumer and on the business customer. This text goes beyond the conventional subject matter of consumer behavior textbooks, focusing not only on the role of customers as buyers, but also on their roles...
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Intended for advanced undergraduates or graduate students, this textbook examines the significance of the customer, the foundations of customer behavior, decisions and relationships, and the processes of building loyalty and creating value. Attention is given to both household and business consumers. Annotation (c)2003 Book News, Inc., Portland, OR
Pt. 1Customer Behavior: Power, Scope, and Context1Ch. 1The Customer: Key to Market Success2Ch. 2Determinants of Customer Behavior: Personal Factors and Market Environment43Ch. 3Trends in Determinants of Customer Behavior93Pt. 2Foundations of Customer Behavior127Ch. 4The Customer as a Perceiver and Learner128Ch. 5Customer Motivation: Needs, Emotions, and Psychographics159Ch. 6Customer Attitudes: Cognitive and Affective198Ch. 7Researching Customer Behavior230Pt. 3Customer Decisions and Relationships273Ch. 8Individual Customer Decision Making274Ch. 9Institution Customer Decision Making: Household, Business, and Government314Ch. 10Relationship-Based Buying362Pt. 4Building Loyalty and Customer Value388Ch. 11Customer Loyalty to Products, Brands, and Stores389Ch. 12Online Customer Behavior425Ch. 13Creating Market Values for the Customer457GlossaryIndex
