MP Consumer Behavior with DDB Data Disk

by Hawkins, Delbert; Mothersbaugh, David

• ISBN13: 9780077645557
• ISBN10: 0077645553
• Edition: 12th
• Format: Package w/Disk
• Copyright: 2012-02-24
• Publisher: McGraw-Hill Education

Summary

Consumer Behavior: Building Marketing Strategyprovides students with a usable, strategic understanding of consumer behavior. The authors believe that knowledge of the factors that influence consumer behavior can, with practice, be used to develop sound marketing strategy. As a consequence, the text integrates theory, strategy-based examples, and application.

Table of Contents

Part I – Introduction
Chapter 1 – Introduction

Part II – External Influences
Chapter 2 – Cross-cultural Variations in Consumer Behavior
Chapter 3 – The Changing American Society: Values
Chapter 4 – The Changing American Society: Demographics
Chapter 5 – The Changing American Society: Subcultures
Chapter 6 – The American Society: Family and Households
Chapter 7 – Group Influence on Consumer Behavior

Part III – Internal Influences
Chapter 8 – Perception
Chapter 9 – Cross-cultural Variations in Consumer Behavior
Chapter 10 – Motivation, Personality, and Emotion
Chapter 11 – Attitudes and Influencing Attitudes
Chapter 12 – Self-Concept and Lifestyle

Part IV – 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 – Post-Purchase Processes, Customer
Satisfaction, and Customer Commitment

Part V – Organizations as Consumers
Chapter 19 – Organizational and Buyer Behavior
Chapter 20 – Marketing Regulation and Consumer Behavior