Consumer Behaviour and PR
Publisher: Bookboon
Published: 2016
ISBN-13: 9788740312324
Table of contents: title: Content; title: Overview; title: Case Study: virtual smoking and apps – the new frontier of cigarette marketing communications?; title: Consumer purchasing process; title: Problem recognition; title: Information search; title: Evaluation of alternatives; title: Store choice and purchase; title: Post-purchase behavior; title: Consumer attitudes; title: Consumer values; title: Ethics box: marketers turn to advergames to appeal to children; title: Perception; title: Cognition; title: Learning and memory; title: External influences on consumer behaviour; title: Household decision-making; title: Culture; title: Reference groups and opinion leaders; title: Trends in the consumer buying environment; title: Ethics box: advertiser required to mend ITS wicked ways; title: Summary; title: Case Study: male fashion; title: Case Study: Contiki Australia; title: Case Study: Pinterest – who am I?; title: Case Study: Irish whiskey – enjoying a resurgance; title: Case: White Ribbon New Zealand – using public relations to raise awareness of violence against women; title: Overview; title: Public relations; title: Public relations and stakeholder groups; title: Corporate social responsibility; title: Green marketing and green consumer segments; title: Preventing or reducing image damage; title: Ethics box – the brand police – a step too far?; title: Sponsorships; title: Event marketing; title: Ethics box: experiential marketing of alcohol; title: Summary; title: Case study: the lure of festivals; title: Case Study: nab, the banking rebel, says it’s time to break up; title: Case: do shock tactics generate behavioural change?; title: Case Study: do not knock