Opening Vignette: Levi Strauss & Co. Begins to Focus On the Consumer

1. Consumer Behavior and Marketing Action
2. Developing a Consumer-Oriented View of Marketing Strategy: The Marketing Concept
3. Implications for Consumer Behavior
4. Current Trends in Consumer Behavior
   1. A Greater Value Orientation
   2. Greater Interest in and Access to Information via the Web
   3. Fragmentation of the Marketplace
   4. Increasing Time Poverty
   5. A Desire for More Customized Products
5. Consumer Empowerment Through the Web
   1. Promotion
   2. Product
   3. Place
   4. Price
6. The Information Base for Understanding Consumer Behavior
   1. Secondary Data
      1. Census Data
      2. Syndicated Services
      3. Database Marketing
   2. Primary Data
      1. Qualitative Research
      2. Survey Research
      3. Experimental Research
      4. Observational Research
7. Approaches to Studying Consumer Behavior: A Managerial Versus a Holistic Approach
   1. A Managerial Approach
   2. A Holistic Approach
   3. A Balanced View
8. A Model of Consumer Behavior
9. Organization of This Text