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

By:

Hawkins, Del I

Contributor(s):

Mothersbaugh, David L

Material type: Text

TextPublication details: New York : McGraw-Hill Irwin, c2013.Edition: 12th edDescription: xxvii, 772 p. : col. ill. ; 27 cm 1 computer diskContent type:

text

Media type:

unmediated

Carrier type:

volume

ISBN:

9780073530048 (alk. paper)
0073530042 (alk. paper)

Subject(s):

DDC classification:

658.83420973 23 H.D.C

LOC classification:

HF5415.33.U6 H38 2013

Contents:

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.

Summary: 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.

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode
Text Books	Main library Reserve	CO \| EC	658.83420973 H.D.C (Browse shelf(Opens below))	Not For Loan		00013782

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LC Copy 1 imperfect: accompanying CD-ROM wanting. DLC

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.

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