MP Consumer Behavior with DDB Data Disk

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February 24, 2012


Mixed media product, pages


0077645553 / 9780077645557


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Main description

Consumer Behavior: Building Marketing Strategy provides students with a usable, strategic understanding of consumer behavior. The authors believe that knowledge of the factors that influence consumer behavior can, with practice, be used to develop sound marketing strategy. As a consequence, the text integrates theory, strategy-based examples, and application.

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 Chapter 5 - The Changing American Society: Subcultures Chapter 6 - The American Society: Family and Households Chapter 7 - Group Influence on Consumer Behavior Part III - Internal Influences Chapter 8 - Perception Chapter 9 - Cross-cultural Variations in Consumer Behavior Chapter 10 - Motivation, Personality, and Emotion Chapter 11 - Attitudes and Influencing Attitudes Chapter 12 - Self-Concept and Lifestyle 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 V - Organizations as Consumers Chapter 19 - Organizational and Buyer Behavior Chapter 20 - Marketing Regulation and Consumer Behavior

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