Consumer Behavior: Building Marketing Strategy / Edition 12

by Delbert Hawkins

Overview

Consumer Behavior is a 4-color undergraduate (and graduate) consumer behavior text. The major purpose of the this text is to give students the knowledge and skills necessary to perform detailed consumer analysis in order to understand markets and develop effective marketing strategies.

Product Details

ISBN-13:	2900073530047
Publisher:	McGraw-Hill School Education Group
Publication date:	02/24/2012
Edition description:	NE
Pages:	832
Product dimensions:	6.50(w) x 1.50(h) x 9.50(d)

About the Author

Del I. Hawkins BBA, MBA, PhD

Del is C. H. Lundquist Professor of Marketing and Chair of the Marketing Department at the University of Oregon. He has served as Director of the MBA Program, Director of the Lundquist Center for Entrepreneurship, Director of the Oregon Executive MBA Program, Interim Director of the Museum of Art, and Associate and Acting Dean of the Lundquist College of Business at the University of Oregon. He has also taught at Southern Illinois University, Xiantan University (PRC), the Netherlands School of Business, in Boston University’s Overseas Program, Xiamen University (PRC), and the Institute for International Studies and Training in Japan.

Del has written a number of business cases and numerous journal articles as well as three widely used college textbooks.

Table of Contents

Section I -Introduction
Chapter 1 Consumer Behavior and Marketing Strategy
Section 2 - External Influences
Chapter 2 Cross-cultural Variations in Consumer Behavior
Chapter 3 The Changing American Society: Values and Gender
Chapter 4 The Changing American Society: Demographics and Social Stratification
Chapter 5 The Changing American Society: Subcultures
Chapter 6 The changing American Society: Families and Households
Chapter 7 Group Influences on Consumer Behavior
Chapter 8 Group Communications and the Diffusion of Innovations
Cases
Section 3 - Internal Influences
Chapter 9 Perception
Chapter 10 Learning, Memory, and Product Positioning
Chapter 11 Motivation, Personality, and Emotion
Chapter 12 Attitudes and Influencing Attitudes
Chapter 13 Self-Concepts and Lifestyles
Cases
Section 4 - Consumer Decision Process
Chapter 14 Situational Influences on Consumption
Chapter 15 Consumer Decisions and Problem Recognition
Chapter 16 Information Search by Consumers
(and more...)