Consumer Behavior: Building Marketing Strategy / Edition 9

Consumer Behavior: Building Marketing Strategy / Edition 9

by Delbert I. Hawkins, Kenneth A. Coney, Roger J. Best, Roger J. Best
     
 

ISBN-10: 0072536861

ISBN-13: 9780072536867

Pub. Date: 07/01/2003

Publisher: McGraw-Hill College

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.

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:
9780072536867
Publisher:
McGraw-Hill College
Publication date:
07/01/2003
Series:
The McGraw-Hill/Irwin Series in Marketing
Edition description:
Older Edition
Pages:
790

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...)

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >