MP Consumer Behavior with DDB Data Disk

MP Consumer Behavior with DDB Data Disk
By:Hawkins, Delbert; Mothersbaugh, David;
Pub Date:February 24th 2012
Format:Mixed media product pages
ISBN:0077645553 / 9780077645557
Your Price:$285.67 ADD TO CART
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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


Backcover

Author Information

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