Consumer behavior : building marketing strategy /
Hawkins, Del I.
Consumer behavior : building marketing strategy / Del I. Hawkins, David L. Mothersbaugh. - 12th ed. - New York : McGraw-Hill Irwin, c2013. - xxvii, 772 p. : col. ill. ; 27 cm 1 computer disk.
LC Copy 1 imperfect: accompanying CD-ROM wanting.
Includes bibliographical references and index.
oduction: Consumer behavior and marketing strategy --
External influences: Cross-cultural variations in consumer behavior ; The changing American society: values ; The changing Americal society: demographics and social stratification ; The changing American society: subcultures ; The American society: families and households ; Group influences on consumer behavior --
Internal infuences: Perception ; Learning, memory, and product positioning ; Motivation, personality, and emotion ; Attitudes and influencing attitudes ; Self-concept and lifestyle --
Consumer decision process: Situational influences ; Consumer decision process and problem recognition ; Information search ; Alternative evaluation and selection ; Outlet selection and purchase ; Postpurchase processes, customer satisfaction, and customer commitment --Organizations as consumers: Organizational buyer behavior --
Consumer behavior and marketing regulation. Marketing regulation and consumer behavior --
Appendix A, Consumer reearch methods --
Appendix B, Consumer behavior audit.
Consumer Behavior: Building Marketing Strategy provides students with a usable, strategic understanding of consumer behavior. The authors believe that knowledge of the factors that influence consumer behavior can, with practice, be used to develop sound marketing strategy. As a consequence, the text integrates theory, strategy-based examples, and application.
9780073530048 (alk. paper) 0073530042 (alk. paper)
2011049525
Consumer behavior--United States.
Market surveys--United States.
Consumer behavior--United States--Case studies.
HF5415.33.U6 / H38 2013
658.83420973 / H.D.C
Consumer behavior : building marketing strategy / Del I. Hawkins, David L. Mothersbaugh. - 12th ed. - New York : McGraw-Hill Irwin, c2013. - xxvii, 772 p. : col. ill. ; 27 cm 1 computer disk.
LC Copy 1 imperfect: accompanying CD-ROM wanting.
Includes bibliographical references and index.
oduction: Consumer behavior and marketing strategy --
External influences: Cross-cultural variations in consumer behavior ; The changing American society: values ; The changing Americal society: demographics and social stratification ; The changing American society: subcultures ; The American society: families and households ; Group influences on consumer behavior --
Internal infuences: Perception ; Learning, memory, and product positioning ; Motivation, personality, and emotion ; Attitudes and influencing attitudes ; Self-concept and lifestyle --
Consumer decision process: Situational influences ; Consumer decision process and problem recognition ; Information search ; Alternative evaluation and selection ; Outlet selection and purchase ; Postpurchase processes, customer satisfaction, and customer commitment --Organizations as consumers: Organizational buyer behavior --
Consumer behavior and marketing regulation. Marketing regulation and consumer behavior --
Appendix A, Consumer reearch methods --
Appendix B, Consumer behavior audit.
Consumer Behavior: Building Marketing Strategy provides students with a usable, strategic understanding of consumer behavior. The authors believe that knowledge of the factors that influence consumer behavior can, with practice, be used to develop sound marketing strategy. As a consequence, the text integrates theory, strategy-based examples, and application.
9780073530048 (alk. paper) 0073530042 (alk. paper)
2011049525
Consumer behavior--United States.
Market surveys--United States.
Consumer behavior--United States--Case studies.
HF5415.33.U6 / H38 2013
658.83420973 / H.D.C