TY  - BOOK
AU  - Hawkins,Del I.
AU  - Mothersbaugh,David L.
TI  - Consumer behavior: building marketing strategy 
SN  - 9780073530048 (alk. paper)
AV  - HF5415.33.U6 H38 2013
U1  - 658.83420973 23
PY  - 2013///
CY  - New York
PB  - McGraw-Hill Irwin
KW  - Consumer behavior
KW  - United States
KW  - Market surveys
KW  - Case studies
N1  - 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
N2  - 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
ER  -