Consumer Behavior: Building Marketing Strategy / Edition 12

by Delbert Hawkins, David Mothersbaugh, Best Books, Inc. Staff

Overview

Consumer Behavior: Building Marketing Strategy provides students with a usable, strategic understanding of consumer behavior. The authors believe that knowledge of the factors that influence consumer behavior can, with practice, be used to develop sound marketing strategy. As a consequence, the text integrates theory, strategy-based examples, and application.

Product Details

ISBN-13:	9780077645557
Publisher:	McGraw-Hill Higher Education
Publication date:	02/24/2012
Edition description:	Older Edition
Pages:	772
Product dimensions:	8.20(w) x 10.10(h) x 1.20(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

Part I – Introduction

Chapter 1 – Introduction

Part II – External Influences

Chapter 2 – Cross-cultural Variations in Consumer Behavior

Chapter 3 – The Changing American Society: Values

Chapter 4 – The Changing American Society: Demographics

Chapter 5 – The Changing American Society: Subcultures

Chapter 6 – The American Society: Family and Households

Chapter 7 – Group Influence on Consumer Behavior

Part III – Internal Influences

Chapter 8 – Perception

Chapter 9 – Cross-cultural Variations in Consumer Behavior

Chapter 10 – Motivation, Personality, and Emotion

Chapter 11 – Attitudes and Influencing Attitudes

Chapter 12 – Self-Concept and Lifestyle

Part IV – Consumer Decision Process

Chapter 13 – Situational Influences

Chapter 14 – Consumer Decision Process and Problem Recognition

Chapter 15 – Information Search

Chapter 16 – Alternative Evaluation and Selection

Chapter 17 – Outlet Selection and Purchase

Chapter 18 – Post-Purchase Processes, Customer Satisfaction, and Customer Commitment

Part V – Organizations as Consumers

Chapter 19 – Organizational and Buyer Behavior

Chapter 20 – Marketing Regulation and Consumer Behavior