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Consumer Behavior : Building Marketing Strategy,9780072536867
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Consumer Behavior : Building Marketing Strategy

by ;
Edition:
9th
ISBN13:

9780072536867

ISBN10:
0072536861
Format:
Hardcover
Pub. Date:
7/1/2003
Publisher(s):
McGraw-Hill College
List Price: $125.00
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Summary

Consumer Behavior, 9/e, by Hawkins, Best, & Coney offers balanced coverage of consumer behavior including the psychological, social, and managerial implications. The new edition features current and exciting examples that are tied into global and technology consumer behavior issues and trends, a solid foundation in marketing strategy, integrated coverage of ethical/social issues and outlines the consumer decision process. This text is known for its ability to link topics back to marketing decision-making and strategic planning which gives students the foundation to understanding consumer behavior which will make them better consumers and better marketers.

Table of Contents

Part OneIntroduction

Chapter 1 Consumer Behavior and Marketing Strategy

Part Two External Influences

Chapter 2 Cross-cultural Variations in Consumer Behavior

Chapter 3 The Changing American Society Values

Chapter 4 The Changing American Society: Demographics and Social Stratification

Chapter 5 The Changing American Society: Subcultures

Chapter 6 The American Society: Families and Households

Chapter 7 Group Influences on Consumer Behavior

Part Three Internal Influences

Chapter 8 Perception

Chapter 9 Learning, Memory and Product Positioning

Chapter 10 Motivation, Personality and Emotion

Chapter 11 Attitudes and Influencing Attitudes

Chapter 12 Self-Concept and Lifestyle

Part Four Consumer Decision Process

Chapter 13 Situational Influences

Chapter 14 Consumer Decision Process and Problem Recognition

Chapter 15 Information Search

Chapter 16 Alternative Evaluation and Selection

Chapter 17 Outlet Selection and Purchase

Chapter 18 Postpurchase Processes, Customer Satisfaction, and Customer Commitment

Part Five Organizations as Consumers

Chapter 19 Organizational Buyer Behavior

Part Six Consumer Behavior and Marketing Regulation

Chapter 20 Marketing Regulation and Consumer Behavior



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