Consumer Behavior: Building Marketing Strategy (with DDB Needham Data Disk) / Edition 8

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Overview

Hawkins offers balanced coverage of consumer behavior including psychological, social, and managerial implications. The new edition offers exciting and extremely current examples. This author team is best known for their ability to tie the topics back to marketing decision making and strategic planning.
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Product Details

  • ISBN-13: 9780072416886
  • Publisher: McGraw-Hill Companies, The
  • Publication date: 6/28/2000
  • Edition description: Older Edition
  • Edition number: 8
  • Pages: 704
  • Product dimensions: 8.66 (w) x 9.96 (h) x 1.27 (d)

Table of Contents

Part One: Introduction


1. Consumer Behavior and Marketing Strategy
Part Two: External Influences
2. Cross-cultural Variations in Consumer Behavior
3. The Changing American Society: Values
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
Part Two Cases Cases 2-1 through 2-9
Part Three: Internal Influences
8. Perception
9. Learning, Memory and Product Positioning
10. Motivation, Personality and Emotion
11. Attitudes and Influencing Attitudes
12. Self-Concept and Lifestyle
Part Three Cases Cases 3-1 through 3-10
Part Four: Consumer Decision Process
13. Situational Influences
14. Consumer Decision Process and Problem Recognition
15. Information Search
16. Alternative Evaluation and Selection
17. Outlet Selection and Purchase
18. Postpurchase Processes, Customer Satisfaction, and Customer Commitment
(and more...)

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Sort by: Showing all of 3 Customer Reviews
  • Posted October 3, 2011

    Nook Study DOES NOT work

    Textbook itself is very informative about marketing the rating is for NOOK STUDY. I downloaded this to the nook study app, and every single time I have to open it I have to re-download it. Most of the time the book won't even open, and when I called customer support they wanted me to redownload the app....?

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  • Anonymous

    Posted September 30, 2011

    No text was provided for this review.

  • Anonymous

    Posted November 21, 2010

    No text was provided for this review.

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