Consumer Behavior and Marketing Strategies (6th Edition)

Author: Henry Assel (USA), translated by Han Dechang et al.
Publisher:
Publish Date: 2000-12-01
Features: A deep understanding of consumers and their influencing environment is the foundation for developing marketing strategies. This book approaches the topic from this perspective, focusing on the process of consumer purchase decisions, cognitive factors influencing consumer decisions, consumer experience processes, consumer characteristics affecting decision-making, and environmental factors influencing consumer behavior. Additionally, based on the new trends in today's economic and technological development, the book analyzes the impact of emerging network technology on consumer decisions, as well as the influence of cross-cultural factors on consumer behavior and the global application of consumer behavior. A deep understanding of consumers and their influencing environment is the foundation for developing marketing strategies. This book approaches the topic from this perspective, focusing on the process of consumer purchase decisions, cognitive factors influencing consumer decisions, consumer experience processes, consumer characteristics affecting decision-making, and environmental factors influencing consumer behavior. Additionally, based on the new trends in today's economic and technological development, the book analyzes the impact of emerging network technology on consumer decisions, as well as the influence of cross-cultural factors on consumer behavior and the global application of consumer behavior. Upon its release in the United States, this book quickly became a practical guide for marketing managers. The reason lies in its close integration of consumer behavior theory and marketing strategies. Following the strategies outlined in this book can lead to victory in the business war. This book can serve as a theoretical textbook for MBA students and students in related fields, a practical guide for marketing managers in the production and distribution sectors, and a reference book for advertising professionals.
Key Features:
1. This is the 6th edition in the United States.
2. Combines theoretical depth with practical applicability.