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Hawkins / Mothersbaugh

Consumer Behavior

Building Marketing Strategy

Medium: Buch
ISBN: 978-0-07-131512-8
Verlag: McGraw-Hill Education Ltd
Erscheinungstermin: 30.04.2012
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Consumer Behavior: Building Marketing Strategy provides 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.

Produkteigenschaften

  • Artikelnummer: 9780071315128
  • Medium: Buch
  • ISBN: 978-0-07-131512-8
  • Verlag: McGraw-Hill Education Ltd
  • Erscheinungstermin: 30.04.2012
  • Sprache(n): Englisch
  • Auflage: 12th Auflage. International Student Auflage
  • Produktform: Kartoniert
  • Gewicht: 1507 g
  • Seiten: 832
  • Format (B x H x T): 209 x 261 x 32 mm
  • Ausgabetyp: Kein, Unbekannt

Themen

Autoren/Hrsg.

Autoren

Hawkins, Del I.

Hawkins, Delbert

Del I. Hawkins BBA, MBA, PhDDel is C. H. Lundquist Professor of Marketing and Chair of the Marketing Department at the University of Oregon. He has served as Director of the MBA Program, Director of the Lundquist Center for Entrepreneurship, Director of the Oregon Executive MBA Program, Interim Director of the Museum of Art, and Associate and Acting Dean of the Lundquist College of Business at the University of Oregon. He has also taught at Southern Illinois University, Xiantan University (PRC), the Netherlands School of Business, in Boston Universitys Overseas Program, Xiamen University (PRC), and the Institute for International Studies and Training in Japan.Del has written a number of business cases and numerous journal articles as well as three widely used college textbooks.

Mothersbaugh, David L.

Mothersbaugh, David

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