Consumer behavior and marketing action:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Boston
PWS-Kent
1992
|
| Ausgabe: | 4. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XX, 748 S. Ill., graph. Darst. |
| ISBN: | 0534925529 |
Internformat
MARC
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Datensatz im Suchindex
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| adam_text | Contents
CHAPTER 1
Introduction 1
Focus of Chapter 1
Consumer Behavior and Marketing Action 2
A Historical Perspective 4
Development of the Marketing Concept 4 ¦ Implications for Consumer
Behavior 5 • Avon Products: Shifting from a Sales to a Consumer Orientation 8
Strategic Applications of Consumer Behavior 10
Defining and Segmenting Markets 11 • Determining the Needs of the Target
Segment 12 • Developing Marketing Strategies 12 • Evaluating Marketing
Strategies 12 • Assessing Future Customer Behavior 13 • Strategic
Applications Summarized 13
A Model of Consumer Behavior 13
Organization of This Book 15
Part One: Consumer Decision Making 15 • Part Two: The Individual
Consumer 18 ¦ Part Three: Environmental Influences 19 • Part Four:
Applications of Consumer Behavior to Marketing Strategies 20
Summary 22
Questions 23 • Research Assignments 24 • Notes 25
vi Contents
I PART ONE
: Consumer Decision Making
: CHAPTER 2 Complex Decision Making 29
. Focus of Chapter 29
Consumer Involvement and Complex Decision Making 30
Types of Involvement 30 • A Model of Consumer Involvement 32 ¦ The
Multidimensional Nature of Involvement 34
A Model of Complex Decision Making 35
Need Arousal 37
Input Variables 39 • Consumer s Psychological Set 41 • Stimulus
Exposure 43 • Need Recognition 43 • STRATEGIC APPLICATIONS: The
Olds Needs a New Image 44
Consumer Information Processing 44
Perception of Stimuli 44 • Memory 46 • Search for Additional Information 46
Brand Evaluation 47
Benefit Association 47 • Expected Satisfaction 51
Purchase and Postpurchase Evaluation 52
Intention to Buy 53 • No Purchase 53 • Purchase 53 • Postpurchase
Evaluation 54
Symbolic Purchasing Behavior 55
The Importance of a Consumer Model 59
The Limitations of a Consumer Model 60
Summary 60
Questions 62 • Research Assignments 63 • Notes 64
CHAPTER 3 Consumer Learning, Habit, and Brand Loyalty 65
Focus of Chapter 65
Consumer Learning 66
Classical Conditioning 67 • Instrumental Conditioning 71 ¦ STRATEGIC
APPLICATIONS: Using Oldies but Goodies: An Example of Classical
Conditioning 72 • Cognitive Learning 76 • Relevance of the Cognitive
Versus the Behaviorist Perspective 78 • Vicarious Learning 78
Habit 79
A Model of Habitual Purchasing Behavior 79 • Habit and Information
Seeking 81 • The Functions of Habit 83 ¦ Strategic Implications of Habit
Versus Complex Decision Making 83
Brand Loyalty 87
A Behavioral Approach to Brand Loyalty 88 • A Cognitive Approach to Brand
Contents vii
Loyalty 89 • The Brand Loyal Consumer 89 • Brand Loyalty and Product
Involvement 90
Summary 91
Questions 91 • Research Assignments 92 • Notes 93
CHAPTER 4 Low Involvement Decision Making 95
Focus of Chapter 95
The Importance of a Low Involvement Perspective 96
Involvement and the Hierarchy of Effects 97 ¦ The Low Involvement
Hierarchy 97
Four Types of Consumer Behavior 99
Complex Decision Making and Brand Loyalty 99 • Inertia 101 • Limited
Decision Making 101
Three Theories of Low Involvement Consumer Behavior 102
Krugman s Theory of Passive Learning 102 • Sherif s Social Judgment
Theory 106 • The Elaboration Likelihood Model 108
Strategic Implications of Low Involvement Decision Making 109
Marketing Strategy 109 • STRATEGIC APPLICATIONS: An Advertising
Agency Utilizes the Involvement Concept 112 • Strategic Issues 114
Summary 119
Questions 120 • Research Assignment 121 • Notes 122
| PART TWO
: The Individual Consumer
: CHAPTER 5 Consumer Perceptions 127
• Focus of Chapter 127
Marketing Stimuli and Consumer Perceptions 128
Stimulus Characteristics Affecting Perception 129 • Consumer Characteristics
Affecting Perception 130 • STRATEGIC APPLICATIONS: Brand Leveraging:
An Application of Stimulus Generalization 137
Perceptual Selection 138
Attention 138 • Selective Perception 139
Perceptual Organization 145
Closure 145 • Grouping 146 ¦ Context 148
Perceptual Interpretation 150
viii Contents
Perceptual Categorization 150 • Perceptual Inference 152
Summary 155
Questions 156 • Research Assignments 157 • Notes 158
CHAPTER 6 Acquiring and Processing Information 161
Focus of Chapter 161
Consumer Information Acquisition 162
Determinants of Information Search 163 • Sources of Information 164 •
Types of Information Search 166 ¦ Amount of Information Search 166 ¦
Limits of Information Acquisition 167 • Strategic Implications of Information
Acquisition 168
Consumer Information Processing 170
An Information Processing Model 170 • Memory Processes 173 •
STRATEGIC APPLICATIONS: Advertising Repetition Can Work for or Against
You 179 • Brand Evaluation 179 • Perceived Risk 184
Strategic Implications of Information Processing 187
Memory Processes 187 • Brand Evaluation 188 • Perceived Risk 189
Summary 189
Questions 190 • Research Assignments 191 • Notes 192
CHAPTER 7 Consumer Attitudes 194
Focus of Chapter 194
The Nature of Consumer Attitudes 196
Three Components of Attitudes 196 • Attitudes and Consumer
Involvement 198 • Attitude Development 199 • Functions of Attitudes 200
The Role of Attitudes in Developing Marketing Strategy 202
Define Benefit Segments 202 ¦ Develop New Products 202 • Develop and
Evaluate Promotional Strategies 203 • STRATEGIC APPLICATIONS: Can
K Mart Change Beliefs About Its Stores? 204
The Relationship Between Beliefs and Attitudes 205
Heider s Balance Theory 205 • Rosenberg s Expectancy Value Theory
(EVT) 206 • Fishbein s Multiattribute Model 208
The Relationship Between Attitude and Behavior 210
Fishbein s Theory of Reasoned Action 210 ¦ Studies of the Relationship of
Attitudes to Behavior 212 • The Relationship Between Intention to Buy and
Behavior 214 • Factors Inhibiting the Relationship Between Beliefs, Attitudes,
and Behavior 215 • The Relationship of Behavior to Attitudes 216 • Strategic
Implications of Attitudinal Models 217
Summary 217
Questions 218 • Research Assignments 219 • Notes 219
Contents ix
CHAPTER 8 Attitude Reinforcement and Change 223
Focus of Chapter 223
Conditions for Attitude Reinforcement Versus Change 224
Attitude Change Before the Purchase 228
Attitudinal Theories and Attitude Change 229 • STRATEGIC APPLICATIONS:
Changing Beliefs About a Product: Where s the Beef? 231 • Processing Models
and Attitude Change: The Elaboration Likelihood Model 234
Attitude Change After a Purchase 238
Dissonance Theory 238 ¦ Attribution Theory 239 • Passive Learning 240
Types of Strategies for Attitude Reinforcement and Change 240
Strategies to Reinforce Attitudes 240 • Strategies to Change Attitudes 245
Summary 248
Questions 250 • Research Assignments 251 • Notes 252
CHAPTER 9 Demographics 254
Focus of Chapter 254
The Nature of Demographic Characteristics 255
Population Growth 256
Birthrate 256 • Life Expectancy 258 ¦ Immigration 258
Changing Age Composition of the U.S. Market 259
Baby Boomers 260 • Baby Busters 262 • Tweens 264 • The Mature
Market 265 • STRATEGIC APPLICATIONS: Levi Strauss Covers All Its
Demographic Bases 268
Socioeconomic Trends 268
Income 269 • Education 270 • Employment Status: Increase in the
Proportion of Working Women 271
Changing Family Composition 274
Regional Differences 275
Increasing Mobility 276
Using Demographics to Develop Marketing Strategy 277
Identifying Market Segments 277 • Selecting Media 278 • Evaluating the
Potential for New Products 279
Summary 279
Questions 280 • Research Assignments 281 • Notes 282
CHAPTER 10 Personality and Life Style Influences 285
Focus of Chapter 285
Personality 286
Personality Theories 286 • Limitations of Personality Variables 294
x Contents
Life Style 294
Changing Life Style Trends of the American Consumer in the 1980s 295 •
STRATEGIC APPLICATIONS: Kraft Moves to Low Fat Foods 301 •
Measuring Life Style Characteristics 307 ¦ Uses of Life Style Characteristics in
Marketing Strategy 310
Summary 311
Questions 313 • Research Assignments 314 • Notes 315
I PART THREE
: Environmental Influences on Consumer Behavior
•
: CHAPTER 11 Culture and Social Class 319
: Focus of Chapter 319
Cultural Values 320
Nature of Cultural Values 321 • Characteristics of Cultural Values 322 •
Measurement of Cultural Values 324 • Changes in Cultural Values in the
1980s 329 ¦ Application of Cultural Values to Marketing Strategy 331 •
The Limitations of Influencing Cultural Values 334
The Nature of Social Class 334
Social Stratification 335 • Social Class Attributes 335 • Social Class
Categories and Measurement 338 • Profiles of the Social Classes 341 •
The Limitations of Social Class as a Determinant of Consumer Behavior 343 •
STRATEGIC APPLICATIONS: Marketing to the Less Affluent Consumer 344
Applications of Social Class to Marketing Strategy 346
Advertising 346 • Market Segmentation 348 • Distribution 348 • Product
Development 349
Summary 349
Questions 350 • Research Assignments 351 • Notes 352
CHAPTER 12 Subcultural Influences 355
Focus of Chapter 355
Subcultural Influences 356
Characteristics of Subcultures 356 • The United States: Melting Pot or Salad
Bowl? 357 • Types of Subcultures 357
The African American Market 359
Distinctiveness of Characteristics and Behavior 359 • Marketing to
African American Consumers 360 • STRATEGIC APPLICATIONS: Should
Johnson Products Segment the African American Hair Care Market by Afro
Identity or White Middle Class Values? 364
Contents xi
The Hispanic American Market 367
Distinctiveness of Characteristics and Behavior 367 • Marketing to
Hispanic Americans 368
The Asian American Market 371
Characteristics 371 • Marketing Strategy to Asian Americans 372
Summary 373
Questions 374 • Research Assignments 374 • Notes 375
CHAPTER 13 Cross Cultural and Global Influences 377
Focus of Chapter 377
The Importance of Understanding Foreign Markets 378
Cross Cultural Influences 379
Consumer Customs and Values 379 • Language 383 • The Economic
Environment 384 • STRATEGIC APPLICATIONS: Procter Gamble Adjusts
to the Japanese Market 385
Global Influences 386
Universal Demographic Trends 386 • The Global Teenager 387 • The Limits
of Global Influences 388
Applications of Cross Cultural and Global Influences 388
Localized Strategies 388 • Globalized Strategies 389 • Flexible
Standardization 393
Marketing and Mismarketing Abroad 394
American Companies Marketing Abroad 395 • Foreign Companies Marketing in
the United States 396
Summary 397
Questions 397 • Research Assignment 398 • Notes 399
CHAPTER 14 Reference Group Influences 401
Focus of Chapter 401
The Importance of Reference Groups 402
Types of Reference Groups 402
Membership Groups 403 • Aspiration Groups 405
The Nature of Reference Groups 407
Norms 407 • Roles 407 • Status 407 • Socialization 407 • Power 408
Reference Group Influences on the Consumer 408
Informational Influence 409 • Comparative Influence 411 • STRATEGIC
APPLICATIONS: When Should Advertisers Use Celebrities as Experts or
Referents? 414 • Normative Influence 414 • Information, Comparison, or
Conformity? 420
Summary 422
Questions 423 • Research Assignment 423 • Notes 424
xii Contents
CHAPTER 15 Communication Within Groups: Word of Mouth and
Opinion Leadership 426
Focus of Chapter 426
The Importance of Word of Mouth Communication 427
STRATEGIC APPLICATIONS: Can a New Product Be Successful Based Only on
Woid of Mouth? 428
The Nature of Word of Mouth Communication 428
Types of Word of Mouth Communication 429 • The Process of Word of Mouth
Communication 429 ¦ Conditions for Word of Mouth Communication 434 •
Motives for Engaging in Word of Mouth Communication 437
Word of Mouth and Opinion Leadership 438
The Nature of Opinion Leadership 439 • Characteristics of the Opinion
Leader 440
Methods to Identify Opinion Leaders 442
The Sociometric Technique 442 • The Key Informant Method 444 ¦ The
Self Designating Technique 444
Strategic Applications of Word of Mouth Communication 444
Influencing Opinion Leaders Directly 445 • Stimulating Word of Mouth
Communication 445 ¦ Simulating Word of Mouth Communication 445 •
Portraying Communications from Opinion Leaders 446
Summary 446
Questions 447 • Research Assignments 448 • Notes 449
CHAPTER 16 Communication Within Groups: Family Influences 452
Focus of Chapter 452
Households and Families 453
A Model of Family Decision Making 454
Joint Decisions 456 • Role Specification 457 ¦ Conflict in Family Decision
Making 458
Husband Wife Influences 461
Type of Product Considered 461 • Stage in Decision Making 463 ¦ Nature of
Purchase Influence 464 ¦ Family Characteristics 465 • Changing Patterns of
Husband Wife Influences 466
Parent Child Influences 466
Consumer Socialization of Children 467 • STRATEGIC APPLICATIONS:
Marketing Strategies to Influence Consumer Socialization of Children 468 •
The Child s Influence in the Purchasing Process 470 • Mother Cliild
Interaction 473 • Parent Versus Peer Group Influence Among Adolescents 475
The Family Life Cycle 476
Stages in the Family Life Cycle 476 • Limitations of the Traditional Family
Life Cycle 478
Contents xiii
Fomily Decision Making and Marketing Strategies 478
Advertising Messages 478 • Media 479 ¦ Product Development 480 •
Pricing 480 ¦ Distribution 481
The Measurement of Family Influence 481
Whom to Interview 481 • How to Measure Influence 482
Summary 482
Questions 483 • Research Assignments 484 • Notes 484
CHAPTER 17 Communication Across Groups: The Diffusion Process 488
Focus of Chapter 488
The Importance of New Products 489
Profitability and the Product Life Cycle 489 • Diffusion Research and Marketing
Strategy 490
What Is an Innovation? 491
Technological Innovations 491 • Symbolic Innovations 491
The Diffusion Process 493
The Adoption Process 493 • Time 500 • STRATEGIC APPLICATIONS:
Encouraging Adoption: Post it Notes 500 • The Target Market 506 •
Communication in the Diffusion Process 507
Innovativeness and the Diffusion Process 511
The Nature of Innovativeness 511 ¦ Characteristics of the Innovator 513
Measuring Innovativeness 517
Strategic Applications of Diffusion Theory 518
Adoption 518 • Rate of Diffusion 518
Summary 521
Questions 521 • Research Assignments 522 • Notes 523
CHAPTER 18 Situational Influences 526
Focus of Chapter 526
The Nature of Situotional Influences 527
Types of Situations 527 • Characteristics of Consumption and Purchase
Situations 530 • Development of Situational Inventories 531 • Limited Use of
Situational Variables 533
A Model of Situational Influences 533
The Situation Versus the Product 534 • The Interaction of Situation, Product,
and Consumer 536 ¦ Contiguity Between Situation and Behavior 538
Situational Influences on Consumer Decisions 538
Influence of Situation on Product Attitudes 538 • Influence of Situation on
Product Choice 540 • Influence of Situations on Decision Making 540
xiv Contents
The Use of Situotional Variables in Marketing Strategy 541
Market Segmentation 541 • STRATEGIC APPLICATIONS: Lunch Bucket—A
Product Developed for a Situation 542 • New Product Development 543 •
Product Positioning 543 • Advertising 546 • Distribution 547
Summary 547
Questions 548 • Research Assignments 549 • Notes 550
I PART FOUR
: Marketing Action
: CHAPTER 19 Market Segmentation and Product Positioning 555
Focus of Chapter 555
Market Segmentation Strategies 556
Benefits of Market Segmentation Strategies 556 • Types of Segmentation
Strategies 557 ¦ STRATEGIC APPLICATIONS: American Express Covers All
the Bases 558
Market Segmentation Analysis 560
Benefit Segmentation 561 • Behavioral Segmenting 564 • Segmentation by
Response Elasticity 566 • Quantitative Techniques for Market
Segmentation 567
Product Positioning Strategies 568
Consumer Positioning Strategies 568 • Competitive Positioning
Strategies 570 • Repositioning Strategies 572
Product Positioning Analysis 572
Perceptual Mapping 572 • Developmental Analysis 574 • Use of Quantitative
Techniques for Positioning 575
Marketing Applications of Product Positioning 576
Positioning New Products 576 • Positioning Existing Products 577
Summary 581
Questions 582 • Research Assignments 583 • Notes 584
CHAPTER 20 Marketing Communications 586
Focus of Chapter 586
The Marketing Communications Process 587
Marketing Communications Model 587 • The Advertising Process 590 ¦
Barriers to Communications 591 • Results of Communications 594
Source Effects in Marketing Communications 594
Source Credibility 595 • Source Attractiveness 596
Contents xv
Effects of the Message 597
Emotional Versus Rational Appeals 597 • One sided Versus Two sided
Appeals 599 • Comparative Advertising 601 ¦ Fear Appeals 602 •
STRATEGIC APPLICATIONS: Creating Awareness of the Risks of Drug Use:
The Partnership for a Drug Free America 603 • Humor in Advertising 604
Media Effects 605
Differences Within Media 605 • Differences Between Media 605
Consumer Processing of Marketing Communications 606
Source Evaluation 606 • Message Evaluation 608 • Media Evaluation 611
Communications Feedback 611
Summary 614
Questions 615 • Research Assignments 616 • Notes 617
CHAPTER 21 Store Choice and Shopping Behavior 620 X
Focus of Chapter 620
Shopping Behavior 621
Why Do People Shop? 621 • Shopper Types 623 • In home Shopping 624
In store Purchasing Behavior 626
The Nature of Unplanned Purchasing 626 ¦ The Importance and Scope of
Unplanned Purchases 627 • In store Stimuli 628
Store Choice 629
A Model of Store Choice 629 • Brand Choice and Store Choice 631 • Criteria
of Store Selection 632 • Store Image 633 ¦ Store Loyalty 635 •
Segmentation by Store Choice 636
Trends in Shopping and Store Selection 637
Nonstore Retailing 637 • Specialty Retailing 637 • Off price Retailing 638
Strategic Implications of Shopping and Store Selection Behavior 638
Store Positioning 638 • STRATEGIC APPLICATIONS: Sears: A Store Without
an Image 639 • Market Segmentation 639 ¦ Marketing Mix 640
Summary 641
Questions 642 • Research Assignments 643 • Notes 644
CHAPTER 22 Price and Salesperson Influences
on Consumer Behavior 646
Focus of Chapter 646
Pricing Influences 647
Price Perceptions 647 • Price Sensitivity 652 • Consumer Price
Strategies 655
xvi Contents
Strategic Implications of Price Influences 656
Segmenting Markets by Price 657 • Product Line Pricing 657 •
Price Strategies for Individual Brands 657 ¦ STRATEGIC APPLICATIONS:
Sears s Low Price Strategy 659 • Retail Price Strategies 660
Salesperson Influences 661
Order Taking Versus Problem Solving 661 • The Customer Salesperson
Interaction 662 • A Model of the Customer Salesperson Interaction 665
Summary 668
Questions 669 • Research Assignments 670 • Notes 671
CHAPTER 23 Consumerism and Marketing s Responsibility
to the Consumer 674
Focus of Chapter 674
Consumerism 675
Consumer Activists and Organizations 675 • The Reasons
Behind Consumerism 679 • Historical Antecedents of
Consumerism 679 • Decline in Consumerism in the 1980s 682
Rebirth of Consumerism in the 1990s 683
The New Environmentalism 683 • STRATEGIC APPLICATIONS: The
Greening of Procter Gamble 688 ¦ The Focus on Health Claims 689 •
Advertising to Children 690
Consumer Rights 692
The Right to Safety 692 • The Right to Be Informed 694 • The Right to
Choose 696 ¦ The Right to Be Heard 697 • The Right to Be a Minority
Consumer Without Disadvantage 698
Marketing s Responsibility to Ensure Consumer Rights 699
Redressing Consumer Complaints 700 • Improving Communications with
Consumers 700 • Educating Consumers 701
Summary 702
Questions 703 • Research Assignments 704 • Notes 704
Glossary 709
Name Index 727
Company Index 733
Subject Index 735
Credits 747
|
| any_adam_object | 1 |
| author | Assael, Henry |
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| dewey-full | 658.8/342 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
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| dewey-search | 658.8/342 |
| dewey-sort | 3658.8 3342 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 4. ed. |
| format | Book |
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| id | DE-604.BV009863146 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T17:42:12Z |
| institution | BVB |
| isbn | 0534925529 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-006530708 |
| oclc_num | 24589924 |
| open_access_boolean | |
| owner | DE-703 DE-188 |
| owner_facet | DE-703 DE-188 |
| physical | XX, 748 S. Ill., graph. Darst. |
| publishDate | 1992 |
| publishDateSearch | 1992 |
| publishDateSort | 1992 |
| publisher | PWS-Kent |
| record_format | marc |
| spelling | Assael, Henry Verfasser aut Consumer behavior and marketing action Henry Assael 4. ed. Boston PWS-Kent 1992 XX, 748 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Consumentengedrag gtt Consumer behavior Motivation research (Marketing) Verbraucherverhalten (DE-588)4062644-1 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Marktforschung (DE-588)4037630-8 gnd rswk-swf Verbraucherverhalten (DE-588)4062644-1 s Marketing (DE-588)4037589-4 s DE-604 Marktforschung (DE-588)4037630-8 s 1\p DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006530708&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Assael, Henry Consumer behavior and marketing action Consumentengedrag gtt Consumer behavior Motivation research (Marketing) Verbraucherverhalten (DE-588)4062644-1 gnd Marketing (DE-588)4037589-4 gnd Marktforschung (DE-588)4037630-8 gnd |
| subject_GND | (DE-588)4062644-1 (DE-588)4037589-4 (DE-588)4037630-8 |
| title | Consumer behavior and marketing action |
| title_auth | Consumer behavior and marketing action |
| title_exact_search | Consumer behavior and marketing action |
| title_full | Consumer behavior and marketing action Henry Assael |
| title_fullStr | Consumer behavior and marketing action Henry Assael |
| title_full_unstemmed | Consumer behavior and marketing action Henry Assael |
| title_short | Consumer behavior and marketing action |
| title_sort | consumer behavior and marketing action |
| topic | Consumentengedrag gtt Consumer behavior Motivation research (Marketing) Verbraucherverhalten (DE-588)4062644-1 gnd Marketing (DE-588)4037589-4 gnd Marktforschung (DE-588)4037630-8 gnd |
| topic_facet | Consumentengedrag Consumer behavior Motivation research (Marketing) Verbraucherverhalten Marketing Marktforschung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006530708&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT assaelhenry consumerbehaviorandmarketingaction |