Consumer Behavior: Building Marketing Strategy / Edition 11

Consumer Behavior: Building Marketing Strategy / Edition 11

by Delbert I. Hawkins, David L. Mothersbaugh
     
 

ISBN-10: 0073381101

ISBN-13: 9780073381107

Pub. Date: 01/30/2009

Publisher: McGraw-Hill Companies, The

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:
9780073381107
Publisher:
McGraw-Hill Companies, The
Publication date:
01/30/2009
Edition description:
New Edition
Pages:
800
Product dimensions:
8.50(w) x 12.00(h) x 0.01(d)

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...)

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