Consumer Behavior : Building Marketing Strategy (With DDB Needham Data Disk)

by HAWKINS

• ISBN13: 9780072416886
• ISBN10: 0072416882
• Format: Hardcover
• Copyright: 2000-06-01
• Publisher: McGraw-Hill College

Summary

Hawkins offers balanced coverage of consumer behavior including psychological, social, and managerial implications. The new edition offers exciting and extremely current examples. This author team is best known for their ability to tie the topics back to marketing decision making and strategic planning.

Table of Contents

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 and 5-2

Consumer Behavior and Marketing Regulation

Marketing Regulation and Consumer Behavior

Cases

Cases 6-1 and 6-2

Consumer Research Methods

Consumer Behavior Audit

Name Index

Case Index

Subject Index

Table of Contents provided by Publisher. All Rights Reserved.