9780072416886

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

by
  • ISBN13:

    9780072416886

  • ISBN10:

    0072416882

  • Format: Hardcover
  • Copyright: 6/1/2000
  • Publisher: McGraw-Hill College
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List Price: $139.76

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.

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