Consumer Behavior Building Marketing Strategy

Name: Consumer Behavior Building Marketing Strategy
Price: 5.7 USD
Availability: InStock
ISBN: 9780077294106

ISBN-10: 0077294106

ISBN-13: 9780077294106

Edition: 11th 2010

Authors: Delbert Hawkins, David L. Mothersbaugh, Roger J. Best

List price: $216.00

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Description:

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. Each of these components is the topic of one of the four major sections in the book. .

Book details

List price: $216.00
Edition: 11th
Copyright year: 2010
Publisher: McGraw-Hill Higher Education
Publication date: 1/27/2009
Binding: Mixed Media
Pages: 832
Size: 8.00" wide x 10.00" long x 1.25" tall
Weight: 3.850
Language: English




Introduction



Consumer Behavior and Marketing Strategy



External Influences



Cross-Cultural Variations in Consumer Behavior



The Changing American Society: Values



The Changing American Society: Demographics and Social Stratification



The Changing American Society: Subcultures



The American Society: Families and Households



Group Influences on Consumer Behavior



Cases: Cases 2-1 through 2-9



Internal Influences



Perception



Learning, Memory, and Product Positioning



Motivation, Personality, and Emotion



Attitudes and Influencing Attitudes



Self-Concept and Lifestyle



Cases: Cases 3-1 through 3-10



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: Cases 4-1 through 4-8



Organizations as Consumers



Organizational Buyer Behavior



Cases: Cases 5-1 through 5-2



Consumer Behavior and Marketing Regulation



Marketing Regulation and Consumer Behavior



Cases: Cases 6-1 through 6-2



Consumer Behavior Research Methods



Consumer Behavior Audit