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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