CHAPTER 15
INFORMATION SEARCH
1 NATURE OF INFORMATION SEARCH
2 TYPES OF INFORMATION SOUGHT
2.1 Evaluative Criteria
3 SOURCES OF INFORMATION
3.1 Internet Search
3.1.1 Marketing Strategy and Information Search on the Internet
4 AMOUNT OF EXTERNAL INFORMATION SEARCH
5 COSTS VERSUS BENEFITS OF EXTERNAL SEARCH
5.1 Market Characteristics
5.3 Consumer Characteristics
6 MARKETING STRATEGIES BASED ON INFORMATION SEARCH
PATTERNS
6.1 Maintenance Strategy
6.4 Intercept Strategy
6.5 Preference Strategy