At its most fundamental level, marketing is about influencing the decision making and behavior of customers. Profitable businesses are built on an understanding of their customers and the creation and delivery of products and services that meet the needs of these customers. This book is intended to provide a quick, highly accessible introduction to key issues and concepts necessary for understanding market demand, designing successful products and services, and for creating effective marketing programs. The focus of the book is on information likely to be most useful to a practicing manager rather than the student or scholar who is seeking a deep understanding of consumer behavior. For this reason, the book includes “points to ponder” that link basic concepts to marketing practice. The final chapters of the book also point the reader to a variety of additional resources for learning more about consumer behavior in general and consumers in specific markets.
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David W. Stewart, Ph D, is President’s professor of marketing and business law at Loyola Marymount University, Los Angeles. He has previously held faculty and administrative appointments at Vanderbilt University, the University of Southern California, and the University of California, Riverside. Dr. Stewart is a past editor of the Journal of Marketing, the Journal of the Academy of Marketing Science, and the Journal of Public Policy and Marketing. He is founding chair of the Marketing Accountability Standard Board (MASB). He is a past-president of the Academic Council of the American Marketing Association, a past chairman of the Section on Statistics in Marketing of the American Statistical Association, a past president of the Society for Consumer Psychology, and a fellow of both the American Psychological Association and the Association for Psychological Science. A native of Baton Rouge, Louisiana, Professor Stewart received his BA from the Northeast Louisiana University and his MA and Ph D in psychology from Baylor University.
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