消费者行为Consumer.Behavior.for.Dummies.pdf

《消费者行为Consumer.Behavior.for.Dummies.pdf》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。

1、spine=.76”Business/Marketing™GetintothemindsofMakingEverythingEasier!consumersandincreaseConsumerBehavioryourrevenue!Openthebookandfind:Wanttobetterunderstandwhyconsumersthinkandact•Actionable,real-worldinsightandthewaytheydo?ThispracticalguidegivesyouthetoolstoadviceConsumeridentifytheinfluen

2、cesthataffecttheirpurchasingbehavior.•TipstohelpyouleadconsumersItalsoshowsyouhowtoapplythatknowledgeasyoufromattentiontoactiondevelopamarketingstrategythatspeaksdirectlytotheir•Researchtechniquesandneeds.You’llseehowtocapturetheirattention,motivatemarketingtipsthemtopurchaseyourproductsandser

3、vices,earntheirBehavior•Howself-conceptsandlifestyleloyalty,andmuchmore.changeconsumerbehavior•Whydotheybuy?—understandthedecision-makingprocess•Methodsforcultivatingrepeatconsumersgothroughwhenconsideringapurchasebusinessandloyalty•Applybehaviortomarketing—learnthe4Psofmarketingand•Waystoprot

4、ectagainstconsumerhowconsumerbehaviorplaysaroleineachmisbehavior•Gainadeeperunderstandingoftheindividualconsumer—•Adviceonencouragingnewgaugeaconsumer’smotivation,emotions,perception,andproductadoptionattitudeandusethemtopredictandchangebuyingintentions•Tenwaystoenhancecustomer•Exploreexternal

5、influencesoncustomers—fromculturestosatisfactionfamilylifecyclestohouseholdstructuresandsocialgroups,seehowpurchasingpatternsareaffected•Craftyourmarketingstrategy—useconsumerknowledgetoLearnto:delveintomarketresearch,identifykeysegments,andlaunchintountappedmarketsGotodummies.com®•Understandh

6、owconsumersmakeformore!purchasedecisions•Implementyourplan—createpowerfulpositioningstrategiesandreachcustomerswherethey’reatwithamessagethat•Developmoreeffectivemarketingmotivatesthemcampaigns•Speakdirectlytoyourcustomers’needs•Gaincustomerloyaltyinacompetitive$21.99US/$25.99CN/£15.99UKmarket

7、placeISBN978-0-470-44983-7LauraA.Lakehasbeeninvolvedinthemarketingindustrysince1997.Shehasworkedwithmanycompanies,assistingtheminunderstandingconsumerbehaviorandthemanagementandimplementationofthefindingswithin.In2008,Lakefoundedherowns