Consumer Behaviour And Marketing Action

In today's business world, a better understanding of consumer needs is essential to drive marketing strategies. The successes and failures of implementing marketing concepts and strategies are based primarily on the attempt to integrate the product's message. Two recent examples of consumer-driven marketing actions: Saturn succeeded in establishing a strong, cult-like following and its appeal to both utilitarian and hedonic needs; while McDonald's failed to shift consumer perceptions of its service orientation of the ArchDeluxe sandwitch.

Features:

• A macro approach to consumer behavior is applied to all facets of the text-needs, motives, information processing and marketing stimuli
• Assael explores the ethical dilemmas and challenges marketers face as they try to market products based on consumer needs and behaviors when those behaviors such as underage drinking conflict with social and cultural values
• Increased coverage of global consumer behavior issues: global communications, cross-cultural influences in con...