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In today`s complex and extremely competitive market place, critical thinking and strong problem-solving and decision-making skills are so crucial for anyone who wants to be an effective manager. And this book is designed to help students attain these skills. It is written with a scientific perspective which instills the habit of critical thinking towards making better decision in a given situation. The book begins with a discussion on how consumers acquire, remember and use information about products and services (Section I), and then it progresses to provide a detailed description on persuasion and influence (Section II). Finally, the book concludes with the most significant aspect - managerial decision making (Section III). The text ably guides the students in applying the marketing tools and principles available to them. In addition, it explains common decision-making biases and errors, and offers tools and strategies for preventing such errors from occurring
Table of Contents
1. The Scientific Study of Consumer Behavior. Section I: How Consumers Acquire, Remember, and Use Product Knowledge-2. Consumer Attention and Comprehension. 3. Consumer Memory. 4. Consumer judgment. 5. Consumer Choice. Section II: Persuasion and Influence-6. The Message-Learning Approach to persuasion. 7. Cognitive Approaches to Persuasion. 8. Affective and Motivational Approaches to Persuasion. 9. Self-Persuasion Principles. 10. Social Influence Principles. Section III: Managerial Decision Making-11. Online Consumer Behavior. 12. Segmentation and International Marketing. 13. New Product Development. 14. Product Management. 15. Biases in Managerial Decision Making. 16. Strategies for Improving Managerial Decision Making.isbn-9788120322219
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Pages : 476
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