Consumer Behavior: Building Marketing Strategy, 9/E, (with Ddb Needham Data Disk) / Edition 9

Consumer Behavior: Building Marketing Strategy, 9/E, (with Ddb Needham Data Disk) / Edition 9

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

ISBN-10: 0072865490

ISBN-13: 9780072865493

Pub. Date: 03/12/2003

Publisher: McGraw-Hill/Irwin

Consumer Behavior, 9/e, by Hawkins, Best, & Coney offers balanced coverage of consumer behavior including the psychological, social, and managerial implications. The new edition features current and exciting examples that are tied into global and technology consumer behavior issues and trends, a solid foundation in marketing strategy, integrated coverage of

Overview

Consumer Behavior, 9/e, by Hawkins, Best, & Coney offers balanced coverage of consumer behavior including the psychological, social, and managerial implications. The new edition features current and exciting examples that are tied into global and technology consumer behavior issues and trends, a solid foundation in marketing strategy, integrated coverage of ethical/social issues and outlines the consumer decision process. This text is known for its ability to link topics back to marketing decision-making and strategic planning which gives students the foundation to understanding consumer behavior which will make them better consumers and better marketers.

Product Details

ISBN-13:
9780072865493
Publisher:
McGraw-Hill/Irwin
Publication date:
03/12/2003
Edition description:
Includes CD-Rom
Pages:
768
Product dimensions:
8.20(w) x 10.30(h) x 1.30(d)

Table of Contents

Part One IntroductionChapter 1 Consumer Behavior and Marketing Strategy Part Two External Influences Chapter 2 Cross-cultural Variations in Consumer Behavior Chapter 3 The Changing American Society Values Chapter 4 The Changing American Society: Demographics and Social Stratification Chapter 5 The Changing American Society: Subcultures Chapter 6 The American Society: Families and Households Chapter 7 Group Influences on Consumer Behavior Part Three Internal Influences Chapter 8 Perception Chapter 9 Learning, Memory and Product Positioning Chapter 10 Motivation, Personality and Emotion Chapter 11 Attitudes and Influencing Attitudes Chapter 12 Self-Concept and Lifestyle Part Four 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 (and more...)

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