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Marketing communications; decision-making as a process of interaction between buyer and seller.

2d ed.. New York, Wiley [1972] .
ISBN 0471184012, 9780471184010

Location Call Number Status Consortium Loan
George Washington
Mt. Vernon campus stacks
HF5415 .C694 1972 Available Request
LIB stacks
HF5415 .C694 1972 Available Request
George Mason
Fenwick stacks
HF5415 .C694 1972 Available Request
Off-Campus Shelving
HF5415 .C694 1972 Available Request
Subjects Advertising.
Marketing -- Decision making.
Marketing -- Prise de deĢcision.
Description 499 pages illustrations 26 cm.
Copyright Date [1972]
Notes Includes bibliographical references (pages 471-490).
Contents The textbook as a component of learning situations -- Buyer and seller: decision processes and interaction -- How decision making begins: identifying problems and opportunities -- Goals sought and goals achieved -- Goals of the communicator: meanings -- Goals of the communicator: attitudes -- Goals of the buyer: motives, personality, and role -- Constraints on decision making -- Seeking alternatives -- Learning and memory -- Sensory cues and rewards -- Selecting unknowns as goals for data gathering and analysis -- Data for decision making -- Analysis of data -- Choosing among alternatives -- People categories: aggregates, organizations, and groups -- Social class -- The purchase (and the sale) -- Choosing channels -- Choosing media and media vehicles -- Matching audiences to market segments -- Cues, symbols, and codes -- Messages -- The source as cause and as effect.
Network Numbers (OCoLC)340447
WorldCat Search OCLC WorldCat
WorldCat Identities Crane, Edgar.
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