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

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

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

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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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.

Product Details

ISBN-13:
9780072416886
Publisher:
McGraw-Hill Companies, The
Publication date:
06/28/2000
Edition description:
Older Edition
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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