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Consumer behavior : building marketing strategy

Author: Del I Hawkins; David L Mothersbaugh
Publisher: Boston : McGraw-Hill Irwin, ©2010.
Edition/Format:   Print book : CD for computer : English : 11th edView all editions and formats
Database:WorldCat
Summary:
This book is a strategic look at consumer behavior in order to guide successful marketing activities. The Wheel of Consumer Analysis is the organizing factor in the book. The four major parts of the wheel are consumer affect and cognition, consumer behavior, consumer environment, and marketing strategy.
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Genre/Form: Case studies
Document Type: Book
All Authors / Contributors: Del I Hawkins; David L Mothersbaugh
ISBN: 9780073381107 0073381101 9780077294106 0077294106 9780070171008 0070171009 9780073361345 0073361348
OCLC Number: 263065399
Description: xxii, 778 pages : illustrations ; 27 cm + 1 CD-ROM (4 3/4 in.)
Contents: Part One: Introduction Chapter One: Consumer Behavior and Marketing Strategy Part Two: External Influences Chapter Two: Cross-Cultural Variations in Consumer Behavior Chapter Three: The Changing American Society: Values Chapter Four: The Changing American Society: Demographics and Social Stratification Chapter Five: The Changing American Society: Subcultures Chapter Six: The American Society: Families and Households Chapter Seven: Group Influences on Consumer Behavior Part Two Cases: Cases 2-1 through 2-9 Part Three: Internal Influences Chapter Eight: Perception Chapter Nine: Learning, Memory, and Product Positioning Chapter Ten: Motivation, Personality, and Emotion Chapter Eleven: Attitudes and Influencing Attitudes Chapter Twelve: Self-Concept and Lifestyle Part Three Cases: Cases 3-1 through 3-10 Part Four: Consumer Decision Process Chapter Thirteen: Situational Influences Chapter Fourteen: Consumer Decision Process and Problem Recognition Chapter Fifteen: Information Search Chapter Sixteen: Alternative Evaluation and Selection Chapter Seventeen: Outlet Selection and Purchase Chapter Eighteen: Postpurchase Processes, Customer Satisfaction, and Customer Commitment Part Four Cases: Cases 4-1 through 4-8 Part Five: Organizations as Consumers Chapter Nineteen: Organizational Buyer Behavior Part Five Cases: Cases 5-1 through 5-2 Part Six: Consumer Behavior and Marketing Regulation Chapter Twenty: Marketing Regulation and Consumer Behavior Part Six Cases: Cases 6-1 through 6-2 Appendix A: Consumer Behavior Research Methods Appendix B: Consumer Behavior Audit.
Responsibility: Del I. Hawkins, David L. Mothersbaugh.

Abstract:

Looks at consumer behavior in order to guide successful marketing activities. This book covers consumer affect and cognition, consumer behavior, consumer environment, and marketing strategy.  Read more...

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