TY - BOOK AU - Hawkins, Del I., author. AU - Mothersbaugh, David L., author. TI - Consumer behavior: building marketing strategy SN - 9780071315128 AV - CIR HF 5415.33.U6 H39 2013 U1 - 658.8342 20 PY - 2013/// CY - New York PB - McGraw-Hill/Irwin KW - Consumer behavior KW - United States KW - Case studies KW - Market surveys N1 - 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 N2 - 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 ER -