Consumer Behavior and Marketing Strategy or Small is Still Beautiful

Consumer Behavior and Marketing Strategy

Author: J Paul Peter

This book is a strategic look at consumer behavior in order to guide successful marketing activities. The Wheel of Consumer Analysis is the organizing factor in the book. The four major parts of the wheel are consumer affect and cognition, consumer behavior, consumer environment, and marketing strategy. Each of these components is the topic of one of the four major sections in the book.

Table of Contents:

Sect. 1	A perspective on consumer behavior
1	Introduction to consumer behavior and marketing strategy	2
2	A framework for consumer analysis	20
Sect. 2	Affect and cognition and marketing strategy
3	Introduction to affect and cognition	38
4	Consumers' product knowledge and involvement	70
5	Attention and comprehension	105
6	Attitudes and intentions	133
7	Consumer decision making	163
Sect. 3	Behavior and marketing strategy
8	Introduction to behavior	194
9	Conditioning and learning processes	216
10	Influencing consumer behaviors	239
Sect. 4	The environment and marketing strategy
11	Introduction to the environment	262
12	Cultural and cross-cultural influences	286
13	Subculture and social class	319
14	Reference groups and family	347
Sect. 5	Consumer analysis and marketing strategy
15	Market segmentation and product positioning	376
16	Consumer behavior and product strategy	401
17	Consumer behavior and promotion strategy	423
18	Consumer behavior and pricing strategy	457
19	Consumer behavior, electronic commerce, and channel strategy	481

Book review: The Office or Theory of Asset Pricing

Small is Still Beautiful: Economics as if Families Mattered

Author: Joseph Pearc

A Third of a century ago, E. F. Schumacher rang out a timely warning against the idolatry of giantism with his book Small Is Beautiful. Few books before or since have spoken so profoundly to urgent economic and social considerations. Humanity was lurching blindly in the wrong direction, argued Schumacher. Its obsessive pursuit of wealth would not, as so many believed, ultimately lead to Utopia but more probably to catastrophe.

Schumacher's greatest achievement was the fusion of ancient wisdom and modern economics in a language that encapsulated contemporary doubts and fears about the industrialized world. He saw that we needed to relearn the beauty of smallness, of human-scale technology and environments. In Small Is Still Beautiful, Joseph Pearce revisits Schumacher's arguments and examines the multifarious ways in which they matter now more than ever. Bigger is not always best, Pearce reminds us, and small is still beautiful.

About the Author:
Joseph Pearce is currently editor of the Saint Austin Review and Writer in Residence and Associate Professor of Literature at Ave Maria University