Hawkins, Del I., author. <br/><br/>
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.) 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>PART I Introduction		<br/>1 Consumer Behavior and Marketing Strategy<br/>PART II External Influences		<br/>2 Cross-Cultural Variations in Consumer Behavior<br/>3 The Changing American Society: Values and Gender Roles<br/>4 The Changing American Society: Demographics and Social Stratification<br/>5 The Changing American Society: Subcultures<br/>6 The American Society: Families and Households<br/>7 Group Influences on Consumer Behavior<br/>8 Group Communications and the Diffusion of Innovations<br/>Part II Cases Cases 2-1 through 2-10<br/>PART III Internal Influences		<br/>9 Perception<br/>10 Learning, Memory, and Product Positioning<br/>11 Motivation, Personality, and Emotion<br/>12 Attitudes and Influencing Attitudes<br/>13 Self-Concept and Lifestyle<br/>Part III Cases Cases 3-1 through 3-9<br/>PART IV Consumer Decision Process		<br/>14 Situational Influences<br/>15 Consumer Decision Process and Problem Recognition<br/>16 Information Search<br/>17 Alternative Evaluation and Selection<br/>18 Outlet Selection and Purchase<br/>19 Postpurchase Processes, Customer Satisfaction, and Customer Commitment<br/>Part IV Cases Cases 4-1 through 4-8<br/>PART V Organizations as Consumers		<br/>20 Organizational Buyer Behavior<br/>Part V Cases Cases 5-1 through 5-3<br/>PART VI Consumer Behavior and Marketing Regulation		<br/>21 Marketing Regulation and Consumer Behavior<br/>Part VI Cases Cases 6-1 through 6-3<br/>Appendix A Consumer Research Methods		<br/>Appendix B Consumer Behavior Audit		<br/>Name Index		<br/>Case Index		<br/>Subject Index		<br/> 
<br/><br/> 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. 
<br/><br/><br/>In English text. 
<br/><br/><label>ISBN: </label>9780071315128 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Consumer behavior.<br/>Consumer behavior--United States.<br/>Consumer behavior--Case studies.<br/>Market surveys.
<br/><br/><label>LC Class. No.: </label>CIR HF 5415.33.U6  / H39 2013 
<br/><br/><label>Dewey Class. No.: </label>658.8342  / H314c 2013