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Consumers' Purchase Intentions and Their Behavior. 消費者の購入の意思と行動
・ISBN 978-1-60198-880-5 paper US$ 55.00
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お気に入り
★★★
| 著者・編者 | Morwitz, Vicki, |
|---|---|
| シリーズ | Foundations and Trends in Marketing |
| 出版社 | (Now Publishers, US) |
| 出版年月 | 2014 |
| ページ数 | 62 pp. |
| 言語 | ENG |
| ニュース番号 | ＜625-935＞ |
解説
Consumers' Purchase Intentions and Their Behavior reviews the relevant literature on purchase intentions in marketing, and more generally on the intentions-behavior relationship in social psychology, since purchase intentions are a particular form of the more general construct of intentions.
Starting with the importance of purchase intentions to marketing managers, the author then focuses on reviewing the literature that provides an understanding of how strong is the relationship between purchase intentions and purchasing, what factors influence the strength of the relationship between purchase intentions and purchasing, and how a marketing manager should best use purchase intentions to forecast future sales.
Starting with the importance of purchase intentions to marketing managers, the author then focuses on reviewing the literature that provides an understanding of how strong is the relationship between purchase intentions and purchasing, what factors influence the strength of the relationship between purchase intentions and purchasing, and how a marketing manager should best use purchase intentions to forecast future sales.