Consumer behavior : building marketing strategy /
Hawkins, Del I.,
Consumer behavior : building marketing strategy / Consumer behaviour Consumer behaviour : Building marketing strategy Del I. Hawkins, David L. Mothersbaugh. - Twelfth edition, International Student edition. - xxvii, 772 pages : colour illustrations ; 27 cm + 1 computer disc (12 cm)
Accompanied by: 1 computer disc (CD-ROM)
Includes bibliographical references and index.
Pt. 1. Introduction -- Consumer behavior and marketing strategy -- pt. 2. External influences. Cross-cultural variations in consumer behavior -- The changing American society: values -- The changing Americal society: demographics and social stratification -- The changing American society: subcultures -- The American society: families and households -- Group influences on consumer behavior -- Cases 2-1 through 2-8 -- pt. 3. Internal infuences. Perception -- Learning, memory, and product positioning -- Motivation, personality, and emotion -- Attitudes and influencing attitudes -- Self-concept and lifestyle -- Cases 3-1 through 3-9 -- pt. 4. Consumer decision process. Situational influences -- Consumer decision process and problem recognition -- Information search -- Alternative evaluation and selection -- Outlet selection and purchase -- Postpurchase processes, customer satisfaction, and customer commitment -- Cases 4-1 through 4-8 -- pt. 5. Organizations as consumers. Organizational buyer behavior -- Cases 5-1 and 5-2 -- pt. 6. Consumer behavior and marketing regulation. Marketing regulation and consumer behavior -- Cases 6-1 and 6-2.
0073530042 9780073530048 0071318178 9780071318174 0077325060 9780077325060
2011049525
Consumer behavior--United States
Market surveys--United States
Consumer behavior--United States--Case studies
HF5415.33.U6 / H38 2013
658.8342
Consumer behavior : building marketing strategy / Consumer behaviour Consumer behaviour : Building marketing strategy Del I. Hawkins, David L. Mothersbaugh. - Twelfth edition, International Student edition. - xxvii, 772 pages : colour illustrations ; 27 cm + 1 computer disc (12 cm)
Accompanied by: 1 computer disc (CD-ROM)
Includes bibliographical references and index.
Pt. 1. Introduction -- Consumer behavior and marketing strategy -- pt. 2. External influences. Cross-cultural variations in consumer behavior -- The changing American society: values -- The changing Americal society: demographics and social stratification -- The changing American society: subcultures -- The American society: families and households -- Group influences on consumer behavior -- Cases 2-1 through 2-8 -- pt. 3. Internal infuences. Perception -- Learning, memory, and product positioning -- Motivation, personality, and emotion -- Attitudes and influencing attitudes -- Self-concept and lifestyle -- Cases 3-1 through 3-9 -- pt. 4. Consumer decision process. Situational influences -- Consumer decision process and problem recognition -- Information search -- Alternative evaluation and selection -- Outlet selection and purchase -- Postpurchase processes, customer satisfaction, and customer commitment -- Cases 4-1 through 4-8 -- pt. 5. Organizations as consumers. Organizational buyer behavior -- Cases 5-1 and 5-2 -- pt. 6. Consumer behavior and marketing regulation. Marketing regulation and consumer behavior -- Cases 6-1 and 6-2.
0073530042 9780073530048 0071318178 9780071318174 0077325060 9780077325060
2011049525
Consumer behavior--United States
Market surveys--United States
Consumer behavior--United States--Case studies
HF5415.33.U6 / H38 2013
658.8342