Hawkins, Del I., author.
Consumer behavior : building marketing strategy / Del I. Hawkins and David L. Mothersbaugh. - Twelfth edition. - New York : McGraw-Hill/Irwin, c2013. - xxviii, 772 pages : color illustrations ; 27 cm + 1 CD-ROM (4 3/4 in.)
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.
9780071315128
Consumer behavior.
Consumer behavior--United States.
Consumer behavior--Case studies.
Market surveys.
CIR HF 5415.33.U6 / H39 2013
658.8342 / H314c 2013
Consumer behavior : building marketing strategy / Del I. Hawkins and David L. Mothersbaugh. - Twelfth edition. - New York : McGraw-Hill/Irwin, c2013. - xxviii, 772 pages : color illustrations ; 27 cm + 1 CD-ROM (4 3/4 in.)
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.
9780071315128
Consumer behavior.
Consumer behavior--United States.
Consumer behavior--Case studies.
Market surveys.
CIR HF 5415.33.U6 / H39 2013
658.8342 / H314c 2013