Consumer Behavior: Building Marketing Strategy / Edition 13

Consumer Behavior: Building Marketing Strategy / Edition 13

by David L Mothersbaugh Associate Professor of Marketing, Delbert I Hawkins Dr
ISBN-10:
1259232549
ISBN-13:
9781259232541
Pub. Date:
09/01/2015
Publisher:
McGraw-Hill Higher Education

Hardcover

View All Available Formats & Editions
Current price is , Original price is $191.52. You
Select a Purchase Option (New Edition)
  • purchase options
    $44.01 $191.52 Save 77% Current price is $44.01, Original price is $191.52. You Save 77.02067669172934%.
    • Free return shipping at the end of the rental period details
    • Textbook Rentals in 3 Easy Steps  details
    icon-error
    Note: Access code and/or supplemental material are not guaranteed to be included with textbook rental or used textbook.
  • purchase options
    $175.37 $191.52 Save 8% Current price is $175.37, Original price is $191.52. You Save 8%.
  • purchase options
    $96.44 $191.52 Save 50% Current price is $96.44, Original price is $191.52. You Save 50%.
    icon-error
    Note: Access code and/or supplemental material are not guaranteed to be included with textbook rental or used textbook.
  • purchase options

Overview

Consumer Behavior: Building Marketing Strategy / Edition 13

Consumer Behavior: Building Marketing Strategy builds on theory to provide students with a usable, strategic understanding of consumer behavior that acknowledges recent changes in internal and external influences, global marketing environments, and the discipline overall. Updated with strategy-based examples from an author team with a deep understanding of each principle's business applications, current and classic examples of both text and visual advertisements throughout the text will serve to engage students and bring the material to life. The 13th edition of Mothersbaugh/Hawkins is tech-forward in both format and content, featuring the addition of Connect's robust digital suite, including SmartBook and other assignable interactives to help students learn, apply, and expand upon core marketing concepts and make assignment management and outcomes-based reporting easy.

Product Details

ISBN-13: 9781259232541
Publisher: McGraw-Hill Higher Education
Publication date: 09/01/2015
Edition description: New Edition
Pages: 816
Sales rank: 164,401
Product dimensions: 8.20(w) x 10.20(h) x 1.00(d)
Age Range: 18 Years

About the Author

Del I. Hawkins BBA, MBA, PhD

Del is C. H. Lundquist Professor of Marketing and Chair of the Marketing Department at the University of Oregon. He has served as Director of the MBA Program, Director of the Lundquist Center for Entrepreneurship, Director of the Oregon Executive MBA Program, Interim Director of the Museum of Art, and Associate and Acting Dean of the Lundquist College of Business at the University of Oregon. He has also taught at Southern Illinois University, Xiantan University (PRC), the Netherlands School of Business, in Boston University’s Overseas Program, Xiamen University (PRC), and the Institute for International Studies and Training in Japan.

Del has written a number of business cases and numerous journal articles as well as three widely used college textbooks.

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 and Social Stratification

Chapter 5 – The Changing American Society: Subcultures

Chapter 6 – The American Society: Family and Households

Chapter 7 – Group Influence on Consumer Behavior

· Part Two Cases

Cases 2-1 through 2-8

Part III – 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 Three Cases

Cases 3-1 through 3-9

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 Four Cases

Cases 4-1 through 4-8

Part V – Organizations as Consumers

Chapter 19 – Organizational and Buyer Behavior

· Part Five Cases

Cases 5-1 through 5-2

Part VI – Consumer Behavior and Marketing Regulation

Chapter 20 – Marketing Regulation and Consumer Behavior

· Part Six Cases

Cases 6-1 and 6-2

Appendix A Consumer Research Methods

Appendix B Consumer Behavior Audit

Customer Reviews

Most Helpful Customer Reviews

See All Customer Reviews