Consumer Behavior: Building Marketing Strategy / Edition 12

Consumer Behavior: Building Marketing Strategy / Edition 12

1.7 3
by Delbert Hawkins, David Mothersbaugh, Best Books, Inc. Staff
     
 

ISBN-10: 0077645553

ISBN-13: 9780077645557

Pub. Date: 02/24/2012

Publisher: McGraw-Hill Higher Education

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

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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
Sales rank:
182,661
Product dimensions:
8.20(w) x 10.10(h) x 1.20(d)

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

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Consumer Behavior: Building Marketing Strategy 1.7 out of 5 based on 0 ratings. 3 reviews.
Michele Chee More than 1 year ago
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....?
Anonymous More than 1 year ago
Anonymous More than 1 year ago