A Reader in market-driving strategies

Author: Gregory Carpenter,Rashi Glazer,Kent Naka...
Date: 1997/04/22
Subject: Marketing & Sales Management
  1. 4/22
  2. ISBN: 0321014138
  3. 540 pages
  4. True PDF
  5. 40 MB

Book Description

A Reader in market-driving strategies I. THE FORMATION OF PREFERENCES. 1. Introduction: The Nature of Consumer Behavior. 2. Availability of Well-Defined Internal Knowledge and the Attitude Formation Process: Information Aggregation Versus Self-Perception. 3. Consumer Preference Formation and Pioneering Advantage. 4. Order-of-Entry Effects on Consumer Memory and Judgment: An Information Integration Perspective. 5. Managing What Customers Learn from Experience. 6. Competitive Strategies for Late Entry into a Market with a Dominant Brand. II. ATTRIBUTE PERCEPTION AND COGNITIVE REFERENTS. 7. Featu...

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