Consumer behavior : building marketing strategy / Del I. Hawkins and David L. Mothersbaugh.

By:

Hawkins, Del I., author

Contributor(s):

Mothersbaugh, David L., author

Material type:

TextPublication details: New York : McGraw-Hill/Irwin, c2013.Edition: Twelfth editionDescription: xxviii, 772 pages : color illustrations ; 27 cm + 1 CD-ROM (4 3/4 in.)ISBN:

9780071315128

Subject(s):

DDC classification:

658.8342 H314c 2013 20

LOC classification:

CIR HF 5415.33.U6 H39 2013

Contents:

PART I Introduction 1 Consumer Behavior and Marketing Strategy PART II External Influences 2 Cross-Cultural Variations in Consumer Behavior 3 The Changing American Society: Values and Gender Roles 4 The Changing American Society: Demographics and Social Stratification 5 The Changing American Society: Subcultures 6 The American Society: Families and Households 7 Group Influences on Consumer Behavior 8 Group Communications and the Diffusion of Innovations Part II Cases Cases 2-1 through 2-10 PART III Internal Influences 9 Perception 10 Learning, Memory, and Product Positioning 11 Motivation, Personality, and Emotion 12 Attitudes and Influencing Attitudes 13 Self-Concept and Lifestyle Part III Cases Cases 3-1 through 3-9 PART IV Consumer Decision Process 14 Situational Influences 15 Consumer Decision Process and Problem Recognition 16 Information Search 17 Alternative Evaluation and Selection 18 Outlet Selection and Purchase 19 Postpurchase Processes, Customer Satisfaction, and Customer Commitment Part IV Cases Cases 4-1 through 4-8 PART V Organizations as Consumers 20 Organizational Buyer Behavior Part V Cases Cases 5-1 through 5-3 PART VI Consumer Behavior and Marketing Regulation 21 Marketing Regulation and Consumer Behavior Part VI Cases Cases 6-1 through 6-3 Appendix A Consumer Research Methods Appendix B Consumer Behavior Audit Name Index Case Index Subject Index

Summary: The aim of this text is to give students the knowledge and skills necessary to perform detailed consumer analysis, in order to understand markets and develop strategies. It covers ethics, global topics, demographics, sub-cultures, technology and includes exercises and case studies.

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Cover image	Item type	Current library	Home library	Collection	Shelving location	Call number	Materials specified	Vol info	URL	Copy number	Status	Notes	Date due	Barcode	Item holds	Item hold queue priority	Course reserves
	Book	Cavite State University - CCAT Campus		Book	GCS	CIR HF 5415.33.U6 H39 2013 (Browse shelf(Opens below))				1	Available			R0011318

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Includes bibliographical references and index.

PART I Introduction
1 Consumer Behavior and Marketing Strategy
PART II External Influences
2 Cross-Cultural Variations in Consumer Behavior
3 The Changing American Society: Values and Gender Roles
4 The Changing American Society: Demographics and Social Stratification
5 The Changing American Society: Subcultures
6 The American Society: Families and Households
7 Group Influences on Consumer Behavior
8 Group Communications and the Diffusion of Innovations
Part II Cases Cases 2-1 through 2-10
PART III Internal Influences
9 Perception
10 Learning, Memory, and Product Positioning
11 Motivation, Personality, and Emotion
12 Attitudes and Influencing Attitudes
13 Self-Concept and Lifestyle
Part III Cases Cases 3-1 through 3-9
PART IV Consumer Decision Process
14 Situational Influences
15 Consumer Decision Process and Problem Recognition
16 Information Search
17 Alternative Evaluation and Selection
18 Outlet Selection and Purchase
19 Postpurchase Processes, Customer Satisfaction, and Customer Commitment
Part IV Cases Cases 4-1 through 4-8
PART V Organizations as Consumers
20 Organizational Buyer Behavior
Part V Cases Cases 5-1 through 5-3
PART VI Consumer Behavior and Marketing Regulation
21 Marketing Regulation and Consumer Behavior
Part VI Cases Cases 6-1 through 6-3
Appendix A Consumer Research Methods
Appendix B Consumer Behavior Audit
Name Index
Case Index
Subject Index

The aim of this text is to give students the knowledge and skills necessary to perform detailed consumer analysis, in order to understand markets and develop strategies. It covers ethics, global topics, demographics, sub-cultures, technology and includes exercises and case studies.

In English text.

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