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

By: Hawkins, Del I., authorContributor(s): Mothersbaugh, David L., authorMaterial type: TextTextPublisher: New York : McGraw-Hill/Irwin, c2013Edition: Twelfth editionDescription: xxviii, 772 pages : color illustrations ; 27 cm + 1 CD-ROM (4 3/4 in.)ISBN: 9780071315128Subject(s): Consumer behavior | Consumer behavior -- United States | Consumer behavior -- Case studies | Market surveysDDC classification: 658.8342 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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CIR HF 5415.13 W57 2022 Services marketing : people, technology, strategy / CIR HF 5415.15 B73 2018 Brand management / CIR HF 5415.32 S95 2022 Consumer behaviour / CIR HF 5415.33.U6 H39 2013 Consumer behavior : building marketing strategy / CIR HF 5415.123 C56 2012 Integrated advertising, promotion, and marketing communications / CIR HF 5415.123 C56 2012 Integrated advertising, promotion, and marketing communications / CIR HF 5415.123 E33 2020 Marketing communications /

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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