Consumer behavior and marketing action:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Cincinnati, Ohio
South-Western College Publ.
1995
|
| Ausgabe: | 5. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Getr. Zählung Ill., graph. Darst. |
| ISBN: | 0538844337 |
Internformat
MARC
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Datensatz im Suchindex
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! BRIEF CONTENTS
PARTI
CONSUMER BEHAVIOR: A MANAGERIAL AND
; CONSUMER PERSPECTIVE /
{ 1 Introduction 3
| 2 Consumerism 31
jj P A RT I I
CONSUMER DECISION MAKING 69
3 Complex Decision Making 71
4 Consumer Learning, Habit and Brand Loyalty 109
5 Low Involvement Decision Making 145
s . PA RT I I I
THE INDIVIDUAL CONSUMER 183
| 6 Consumer Perceptions 185
1 7 Consumer Information Processing 225
8 Consumer Attitudes 265
9 Attitude Reinforcement and Change 297
10 Demographics and Social Class 331
11 Personality and Lifestyle Influences 373
12 Market Segmentation and Product Positioning 411
PART IV
ENVIRONMENTAL INFLUENCES ON CONSUMER BEHAVIOR 449
13 Cultural Influences 451
14 Cross Cultural and Subcultural Influences 483
I
I
IV BRIEF CONTENTS
15 Reference Group Influences 525
16 Family Influences 557
17 Situational Influences 599
PART V
COMMUNICATIONS PROCESSES 631
18 Word of Mouth Communication and Opinion Leadership 633
19 The Diffusion of Innovations 669
20 Marketing Communications 711
Glossary G l
Name Index / /
Company Index 1 8
Subject Index 1 11
I CONTENTS
I
i
PART I
i CONSUMER BEHAVIOR: A MANAGERIAL AND
CONSUMER PERSPECTIVE /
1 Introduction 3
Levi Strauss Co. Begins to Focus on the Consumer 3
Consumer Behavior and Marketing Action 4
A Historical Perspective 7
Development of the Marketing Concept 8 ¦ Implications for Consumer Behavior
9 • Avon Products: Shifting from a Sales to a Consumer Orientation 11
Strategic Applications of Consumer Behavior 14
Defining and Segmenting Markets 14 ¦ Determining the Needs of the Target
Segment 15 ¦ Developing Marketing Strategies 15 ¦ Evaluating Marketing
Strategies 16 ¦ Assessing Future Customer Behavior 16 ¦ Strategic
Applications Summarized 16
A Model of Consumer Behavior / 7
Organization of This Text 18
Part Two: Consumer Decision Making 19 • Part Three: The Individual
Consumer 21 ¦ Part Four: Environmental Influences 22 ¦ Part Five:
Communications 23
Consumer Behavior from a Consumer s Perspective 25
Managerial Versus Consumer Perspectives 26 ¦ Consumerism 26
Summary 27
Questions 28 ¦ Research Assignments 29 ¦ Notes 29
2 Consumerism 31
The Body Shop: A Focus on Consumer Rights and Corporate Responsibility 31
Consumerism 33
Role of Consumer Activists and Organizations 33 ¦ The Role of Government
i 35 ¦ The Role of Business Organizations 36
i
• v •
Vi CONTENTS
Consumerism: A Global Perspective 36
The History of Consumerism in America 39
Three Periods of Consumerism from 1890 to 1980 39 ¦ Decline in
Consumerism in the 1980s 40
The Rebirth of Consumerism in the 1990s 41
The New Environmentalism 41 ¦ Advertising Health Claims 49 ¦ Advertising to
Children 51
Additional Consumer Rights 54
The Right to Safety 55 ¦ The Right to Be Informed 56 ¦ The Right to Choose
59 ¦ The Right to Be Heard 59 ¦ The Right to Be a Minority Consumer
Without Disadvantage 61
Summary 62
Questions 63 ¦ Research Assignments 64 ¦ Notes 65
PART II
CONSUMER DECISION MAKING 69
3 Complex Decision Making 71
Will Saturn Change Consumer Attitudes Toward GM Cars? 71
Consumer Involvement and Complex Decision Making 72
Types of Involvement 74 • A Model of Consumer Involvement 74 ¦
Multidimensional Nature of Involvement 76 ¦ Cross Cultural Nature of
Consumer Involvement 77
Importance and Limitations of a Consumer Model 78
Importance 78 ¦ Limitations 79
A Model of Complex Decision Making 80
Need Arousal 82
Input Variables 84 • Consumer s Psychological Set 86 ¦ Stimulus Exposure 88 ¦
Need Recognition 89
Consumer Information Processing 89
Perception of Stimuli 90 ¦ Memory 91 ¦ Search for Additional Information 91
Brand Evaluation 92
Benefit Association 92 ¦ Expected Satisfaction 93
Purchase and Postpurchase Evaluation 93
Intention to Buy 93 ¦ No Purchase 94 ¦ Purchase 95 ¦ Postpurchase
Evaluation 95
Symbolic Purchasing Behavior 97
Complex Decision Making and Store Choice 101
A Model of Store Choice 101 ¦ Store Choice and Brand Choice 103
Summary 103
Questions 104 ¦ Research Assignments 106 ¦ Notes 107
CONTENTS vii
4 Consumer Learning, Habit and Brand Loyalty 109
The Marlboro Cowboy: Brand Loyalty Isn t What it Used to Be 109
Consumer Learning 110
I Classical Conditioning 111 ¦ Instrumental Conditioning 116 ¦ Cognitive
i Learning 120 ¦ Relevance of the Cognitive Versus the Behaviorist Perspective
I 124 ¦ Vicarious Learning 124
I Habit 125
j A Model of Habitual Purchasing Behavior 125 ¦ Habit and Information Seeking
I 126 ¦ Functions of Habit 127 ¦ Strategic Implications of Habit Versus
I Complex Decision Making 127 ¦ Inducing a Switch from Habit to Decision
Making 129
Brand Loyalty 131
Behavioral Approach to Brand Loyalty 132 • Cognitive Approach to Brand
Loyalty 134 ¦ Brand Loyal Consumer 134 • Brand Loyalty and Product
Involvement 135 ¦ Decrease in Brand Loyalty in the 1990s 135
Store Loyalty 136
Store Loyal Consumer 136 ¦ Level of Store Loyalty 137
Societal Implications of Brand and Store Loyalty 137
Implications for Brand Loyalty 137 ¦ Implications for Store Loyalty 138
Summary 138
Questions 139 ¦ Research Assignments 140 • Notes 141
5 Low Involvement Decision Making 145
Kellogg s Increases Involvement with Cereals 745
Importance of a Low Involvement Perspective 147
Involvement and the Hierarchy of Effects 147 • Low Involvement Hierarchy
149 ¦ Low Involvement Decision Criteria 150
Four Types of Consumer Behavior 151
Complex Decision Making and Brand Loyalty 151 ¦ Inertia 152 ¦ Limited
Decision Making 153
j{ Unplanned Purchasing Behavior 154
Types of Unplanned Purchases 154 ¦ Scope of Unplanned Purchases 155
Three Theories of Low Involvement Consumer Behavior 156
Krugman s Theory of Passive Learning 156 ¦ Consumer Behavior Implications
of Passive Learning 157 ¦ Sherif s Theory of Social Judgment 159 ¦
Elaboration Likelihood Model 161
Strategic Implications of Low Involvement Decision Making 164
Marketing Strategy 164 ¦ Strategic Issues 170
Societal Implications of Low Involvement Decision Making 174
Summary / 76
Questions 177 ¦ Research Assignment 179 ¦ Notes 179
Viii CONTENTS
PA RT I I I
THE INDIVIDUAL CONSUMER 183
6 Consumer Perceptions 185
Consumer Perceptions: Clear Products Are In, Color Is Out 185
Marketing Stimuli and Consumer Perceptions 186
Stimulus Characteristics Affecting Perception 188 ¦ Consumer Characteristics
Affecting Perception 191
Perceptual Selection 196
Exposure 197 ¦ Attention 198 ¦ Selective Perception 199
Perceptual Organization 204
Closure 205 ¦ Grouping 205 ¦ Context 206
Perceptual Interpretation 208
, Perceptual Categorization 209 ¦ Perceptual Inference 212
/ Price Perceptions 214
/ Price Expectations 215 ¦ Actual Versus Reference Prices 216 ¦ Price Quality
Relationship 217
Summary 218
Questions 219 ¦ Research Assignments 219 ¦ Notes 221
7 Consumer Information Processing 225
The Eveready Bunny: Consumers Wind Up Processing the Wrong Message 225
Consumer Information Acquisition 226
Determinants of Information Search 228 ¦ Sources of Information 229 •
Amount of Information Search 230 ¦ Limits of Information Acquisition 231 ¦
Strategic Implications of Information Acquisition 232
Consumer Information Processing 235
An Information Processing Model 235 ¦ Memory Processes 238 ¦ Retrieval
242 ¦ Brand Evaluation 243 ¦ Measuring Brand Evaluation 250 ¦ Perceived
j Risk 251
Strategic Implications of Information Processing 254
Memory Processes 254 ¦ Brand Evaluation 255 ¦ Perceived Risk 255
Societal Implications of Information Processing 256
More or Less Information? 256 ¦ Compensatory or Noncompensatory
Processing? 257 ¦ Age Related Information Processing 257
Summary 258
Questions 259 • Research Assignments 261 ¦ Notes 262
CONTENTS iX
8 Consumer Attitudes 265
Changing Attitudes: Can AT T Redefine Itself Among Younger Consumers? 265
I Nature of Consumer Attitudes 266
! Three Components of Attitudes 267 ¦ Measuring the Attitudinal Components
270 ¦ Attitudes and Consumer Involvement 273 ¦ Attitude Development 274 ¦
Functions of Attitudes 275
Role of Attitudes in Developing Marketing Strategy 278
* Define Benefit Segments 278 • Develop New Products 278 • Develop and
, Evaluate Promotional Strategies 279
Relationship Between Beliefs and Attitudes 280
Heider s Balance Theory 281 ¦ Fishbein s Multiattribute Model 282
Relationship Between Attitudes and Behavior 285
Fishbein s Theory of Reasoned Action 285 ¦ Studies of the Relationship of
Attitudes to Behavior 287 ¦ Relationship Between Intention to Buy and
Behavior 288 • Relationship of Behavior to Attitudes 289
Factors Inhibiting the Relationship Among Beliefs, Attitudes, and Behavior 290
Summary 291
Questions 292 ¦ Research Assignments 293 ¦ Notes 294
9 Attitude Reinforcement and Change 297
Changing Attitudes at Kmart: From the Polyester Palace to High Fashion Retailer
297
Communications Process 298
Source 299 ¦ Encoding 299 ¦ Transmission 300 ¦ Decoding and Action 300 ¦
Feedback 300
Conditions for Attitude Reinforcement and Change 301
Attitude Change Before a Purchase 305
Attitudinal Theories and Attitude Change 305 ¦ Processing Models and Attitude
Change: The Elaboration Likelihood Model 312 • Cognitive Responses and
Attitude Change in High Involvement Processing 313 ¦ Cognitive Response and
Attitude Change in Low Involvement Processing 313
Attitude Change After a Purchase 314
Dissonance Theory 314 ¦ Attribution Theory 315 ¦ Passive Learning 315
Types of Strategies for Attitude Reinforcement and Change 316
Strategies to Reinforce Attitudes 316 ¦ Strategies to Change Attitudes 321
Societal Applications of Attitude Change 323
Summary 324
Questions 325 ¦ Research Assignments 327 ¦ Notes 328
X CONTENTS
10 Demographics and Social Class 331
BMW Targets a Key Demographic Group: Professional Women 331
Nature of Demographic Characteristics 333
Population Growth 334
Birthrate 334 ¦ Life Expectancy 335 ¦ Immigration 336
Changing Age Composition of U.S. Market 336
Baby Boomers (30 to 49) 337 ¦ Baby Busters (18 to 29) 340 ¦ Teens (13 to 17)
341 ¦ Preteens (8 to 12) 343 ¦ Mature Market (50 Plus) 344
Changing Family Composition 347
Regional Differences 349
Socioeconomic Trends 350
Occupational Status: Increase in the Proportion of Working Women 351 ¦
Income 352 ¦ Education 354
Using Demographics to Develop Marketing Strategy 355
Identifying Market Segments 355 ¦ Selecting Media 356 • Evaluating the
Potential for New Products 357
Social Class Influences 357
Nature of Social Class 358 ¦ Social Class Categories and Measurement 358 ¦
Profiles of the Social Classes 360 ¦ Is America Becoming a Classless Society?
363 ¦ Applications of Social Class to Marketing Strategy 363
Summary 366
Questions 367 ¦ Research Assignments 369 ¦ Notes 370
11 Personality and Lifestyle Influences 373
Conagra Targets a Healthier Lifestyle 373
Personality 375
Psychoanalytic Theory 375 ¦ Social Theory 378 ¦ Self Concept Theory 379 ¦
Trait Theory 382 ¦ Limitations of Personality Variables 383
Lifestyle 384
Changing Lifestyle Trends of American Consumers in the 1990s 385 ¦
Measuring Lifestyle Characteristics 398 • Applications of Lifestyle
Characteristics to Marketing Strategies 403
Summary 404
Questions 405 ¦ Research Assignments 407 ¦ Notes 408
12 Market Segmentation and Product Positioning 411
Goodyear Tire Segments Consumers Globally 411
Identifying Market Segments 413
Benefit Segmentation 414 ¦ Behavioral Segmentation 416 ¦ Segmenting by
Response Elasticity 421 ¦ Quantitative Techniques for Market Segmentation 424
CONTENTS Xi
Market Segmentation Strategies 425
Identifying and Evaluating a Product s Position 427
| Developing a Product Vocabulary 428 • Developing Alternative Positionings
I 429 ¦ Testing the Product s Position Relative to Competition 429 ¦ Using
* Quantitative Techniques for Positioning 431
Marketing Applications of Product Positioning 432
I Positioning New Products 432 • Positioning Existing Products 433
1 Product Positioning Strategies 438
I Consumer Positioning Strategies 438 ¦ Competitive Positioning Strategies 439
I Societal Implications of Segmentation and Positioning Strategies 442
¦ Summary 442
Questions 443 ¦ Research Assignments 445 • Notes 445
PART IV
ENVIRONMENTAL INFLUENCES ON CONSUMER BEHAVIOR 449
13 Cultural Influences 451
McDonald s: A Strategy to Reflect Cultural Values 451
Nature of Culture 453
Cross Cultural and Subcultural Influences 453 ¦ Cultural Values 454 ¦
Characteristics of Cultural Values 455 ¦ Traditional American Values 457 •
Identifying Cultural Values 460
Cultural Values and Consumer Behavior 463
Means End Chain 464 ¦ Laddering 465
Culture and Products 465
Role of Product Symbolism 468 • Semiotics 470 ¦ Products as Fantasies and
Myths 470
Culture and Consumption 471
Consumption Rituals 471 ¦ Sacred and Secular Consumption 472
Changes in Cultural Values in the 1990s 473
New Reality 474 ¦ Greater Traditionalism 475 ¦ Emphasis on Self Fulfillment
476 ¦ New Materialism 477
Societal Implications of Cultural Values 477
Summary 479
Questions 480 ¦ Research Assignments 481 ¦ Notes 481
1
Xii CONTENTS
14 Cross Cultural and Subcultural Influences 483
Levi Strauss Co. Thinks Globally but Acts Locally 483
Cross Cultural Influences 485
Cultural Variations Influencing Consumer Behavior 486 ¦ Global Influences on
Behavior 491 ¦ Limits of Global Influences 494 ¦ Applications of Cross
Cultural and Global Influences 495 ¦ Flexible Globalization 498
Subcultural Influences 500
Characteristics of Subcultures 500 ¦ United States: Melting Pot or Salad Bowl?
500 • Types of Subcultures 501 • African American Subculture 503 ¦
Hispanic American Subculture 509 • Asian American Subculture 513
Societal Implications of Cross Cultural and Subcultural Influences 516
Cross Cultural Issues 516 ¦ Subcultural Issues 518
Summary 518
Questions 519 ¦ Research Assignments 521 ¦ Notes 522
15 Reference Group Influences 525
From Pudding Pops to Nikes: Advertisers Use Celebrities to Mirror Group
Influences 525
When Do Reference Groups Exert Influence? 527
Types of Reference Groups 528 ¦ Membership Groups 528 ¦ Aspiration Groups
531
Nature of Reference Groups 531
Norms 531 ¦ Roles 532 ¦ Status 532 ¦ Socialization 533 ¦ Power 533 ¦
Reference Group Influences on Consumers 534 • Informational Influence 535 ¦
Comparative Influence 535 ¦ Normative Influence 537 ¦ Information,
Comparison, or Conformity? 540
Group Influence by Type of Product 542
Strategic Applications of Reference Group Influences 544
Advertising Strategies 544 ¦ Personal Selling Strategies 549
Societal Implications of Reference Group Influences 551
Summary 551
Questions 552 ¦ Research Assignments 553 ¦ Notes 554
16 Family Influences 557
Tyson Targets Both Kids and Their Parents 557
Households and Families 558
A Model of Family Decision Making 559
foint Decision Making 561 ¦ Role Specification 562 • Conflict Resolution 563
contents xiii
Husband Wife Influences 567
Type of Product Considered 567 ¦ Stage in Decision Making 568 ¦ Nature of
Purchase Influence 569 ¦ Family Characteristics 569 • Changing Patterns of
Husband Wife Influences 570
| Parent Child Influences 572
I Consumer Socialization of Children 572 ¦ Children s Influence in the
| Purchasing Process 577 ¦ Mother Child Interaction 579 ¦ Parent Versus Peer
J Group Influence Among Adolescents 581
I Family Life Cycle 581
J Traditional Family Life Cycle 582 ¦ Nontraditional Family Life Cycle Categories
f 584
Family Decision Making and Marketing Strategies 585
Advertising Messages 585 ¦ Media 585 ¦ Product Development 587 ¦ Pricing
587 ¦ Distribution 587
Measurement of Family Influence 588
Whom to Interview 588 ¦ How to Measure Influence 588
Societal Implications of Family Influence 589
Increased Parent Child Conflict 589 ¦ Undesirable Consumer Socialization 589 ¦
Alternative Solutions 590
Summary 590
Questions 591 ¦ Research Assignments 592 ¦ Notes 593
17 Situational Influences 599
Timex Positions Its Watches by Usage Situations 599
Nature of Situational Influences 600
Types of Situations 600 ¦ Characteristics of Consumption and Purchase
Situations 606 ¦ Development of Situational Inventories 607 ¦ Limited Use of
Situational Variables 608
A Model of Situational Influences 609
Situation Versus Product 611 ¦ Interaction of Situation, Product, and Consumer
612 ¦ Contiguity Between Situation and Behavior 614
Situational Influences on Consumer Behavior 615
Influence of Situation on Product Attitudes 615 ¦ Influence of Situation on
Product Choice 616 ¦ Influence of Situations on Decision Making 617
Use of Situational Variables in Marketing Strategy 618
Market Segmentation 618 ¦ New Product Development 619 ¦ Product
Positioning 619 ¦ Advertising 623 ¦ Distribution 624
Summary 624
Questions 625 ¦ Research Assignments 626 ¦ Notes 628
Xiv CONTENTS i
P A RT V
COMMUNICATIONS PROCESSES 631
18 Word of Mouth Communication and Opinion Leadership 633
Corona Succeeds Based on Word of Mouth 633
Importance of Word of Mouth Communication 634
Nature of Word of Mouth Communication 635
Types of Word of Mouth Communication 636 • Process of Word of Mouth
Communication 636 ¦ Conditions for Word of Mouth Communication 642 •
Motives for Engaging in Word of Mouth Communication 646
Word of Mouth and the Customer Salesperson Interaction 647
Determining Customer Needs 647 ¦ Developing the Sales Strategy 649 ¦
Communicating the Sales Strategy 649 ¦ Evaluating the Sales Approach 651
Opinion Leadership 652
Nature of Opinion Leadership 652 ¦ Characteristics of the Opinion Leader 655
Methods to Identify Opinion Leaders 657
Sociometric Technique 657 ¦ Key Informant Method 658 ¦ Self Designating
Technique 658
Strategic Applications of Word of Mouth Communication 659
Stimulating Word of Mouth Communication Through Product Trial 659 •
Stimulating Word of Mouth Communication Through Advertising 660 •
Simulating Word of Mouth Communication 660 • Portraying Communications
from Opinion Leaders 661
Societal Implications of Word of Mouth Communications 662
Summary 663
Questions 664 ¦ Research Assignments 666 ¦ Notes 666
19 The Diffusion of Innovations 669
Post It Notes: An Example of Diffusion 669
Importance of New Products 671
Profitability and the Product Life Cycle 671 ¦ Diffusion Research and Marketing
Strategy 672
What Is an Innovation? 673
Technological Innovations 673 ¦ Symbolic Innovations 675
Diffusion Process 676
Adoption Decision 676 ¦ Time 683 ¦ Target Market 688 ¦ Communication in
the Diffusion Process 689
Cultural Context of Diffusion 694
Innovativeness and the Diffusion Process 696
Nature of Innovativeness 696 ¦ Characteristics of the Innovator 698
Measuring Innovativeness 701
CONTENTS XV
Strategic Applications of Diffusion Theory 702
Adoption 702 ¦ Rate of Diffusion 702
Summary 704
Questions 705 ¦ Research Assignments 706 • Notes 707
! 20 Marketing Communications 711
McDonald s Communicates Benefits While Burger King Flounders 711
Marketing Communications Process 713
Advertising Process 713 • Barriers to Communications 716 ¦ Results of
Communications 718
; Source Effects in Marketing Communications 719
Source Credibility 719 • Source Attractiveness 721 ¦ Source Versus Message
Effects 722
Effects of the Message 724
One Sided Versus Two Sided Appeals 724 ¦ Comparative Advertising 726 •
Fear Appeals 728 ¦ Humor in Advertising 729
Media Effects 732
Differences Within Media 732 ¦ Differences Between Media 733
Consumer Processing of Marketing Communications 733
Source Evaluation 734 ¦ Message Evaluation 735 • Media Evaluation 737
Communications Feedback 738
Societal Implications of Marketing Communications 741
Deceptive Advertising 741 • Irresponsible Advertising 741
Summary 743
Questions 744 ¦ Research Assignments 745 ¦ Notes 745
Glossary G l
Name Index / ;
Company Index 1 8
Subject Index / //
i
|
| any_adam_object | 1 |
| author | Assael, Henry |
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| discipline | Wirtschaftswissenschaften |
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| id | DE-604.BV010405891 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T17:51:57Z |
| institution | BVB |
| isbn | 0538844337 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-006929337 |
| oclc_num | 30972312 |
| open_access_boolean | |
| owner | DE-703 DE-1028 DE-19 DE-BY-UBM DE-188 |
| owner_facet | DE-703 DE-1028 DE-19 DE-BY-UBM DE-188 |
| physical | Getr. Zählung Ill., graph. Darst. |
| publishDate | 1995 |
| publishDateSearch | 1995 |
| publishDateSort | 1995 |
| publisher | South-Western College Publ. |
| record_format | marc |
| spelling | Assael, Henry Verfasser aut Consumer behavior and marketing action Henry Assael 5. ed. Cincinnati, Ohio South-Western College Publ. 1995 Getr. Zählung Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Consumentengedrag gtt Consumer behavior Motivation research (Marketing) Marketing (DE-588)4037589-4 gnd rswk-swf Verbraucherverhalten (DE-588)4062644-1 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=006929337&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) Marketing (DE-588)4037589-4 gnd Verbraucherverhalten (DE-588)4062644-1 gnd Marktforschung (DE-588)4037630-8 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4062644-1 (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) Marketing (DE-588)4037589-4 gnd Verbraucherverhalten (DE-588)4062644-1 gnd Marktforschung (DE-588)4037630-8 gnd |
| topic_facet | Consumentengedrag Consumer behavior Motivation research (Marketing) Marketing Verbraucherverhalten Marktforschung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006929337&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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