Consumer Behavior: Building Marketing Strategy builds on theory to provide students with a usable, strategic understanding of consumer behavior that acknowledges recent changes in internet, mobile and social media marketing, ethnic subcultures, internal and external influences, global marketing environments, and other emerging trends. Updated with strategy-based examples from an author team with a deep understanding of each principle's business applications, the fourteenth edition contains current and classic examples of both text and visual advertisements throughout to engage students and…mehr
Consumer Behavior: Building Marketing Strategy builds on theory to provide students with a usable, strategic understanding of consumer behavior that acknowledges recent changes in internet, mobile and social media marketing, ethnic subcultures, internal and external influences, global marketing environments, and other emerging trends. Updated with strategy-based examples from an author team with a deep understanding of each principle's business applications, the fourteenth edition contains current and classic examples of both text and visual advertisements throughout to engage students and bring the material to life. Topics such as ethics and social issues in marketing as well as consumer insights are integrated throughout the text and cases. The 15th edition of Mothersbaugh/Hawkins is tech-forward in both format and content, featuring the Connect with SmartBook 2.0. class="EOP SCXW34903494 BCX8" data-ccp-props="{"201341983":0,"335559740":259}" <="" body="">Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
David L. Mothersbaugh, Ph.D., is Professor and Robert C. Morrow Faculty Fellow at The University of Alabama, where he has served as a faculty member or administrator for 27 years. David's teaching and research are in the areas of consumer behavior, advertising, services marketing, and marketing strategy. David has published some 25 reference journal articles and conference proceedings, has won a number of research excellence awards, and has served on 17 dissertation committees. His teaching has earned him numerous awards at the undergraduate and executive education level. He is currently the Associate Dean for Undergraduate and International Programs at the Culverhouse College of Business where he oversees the development and deployment of various student engagement and success initiatives focusing on high-impact practices. David's prior administrative roles at UA have also involved student-focused program development and include Marketing Department Head, Acting Director of Global Business, and Founding Director of the UA Services Marketing Program.
Inhaltsangabe
PART ONE: INTRODUCTION Chapter 1: Consumer Behavior and Marketing Strategy PART TWO: EXTERNAL INFLUENCES Chapter Two: Cross-Cultural Variations in Consumer Behavior Chapter Three: The Changing American Society: Values Chapter Four: The Changing American Society: Demographics and Social Stratification Chapter Five: The Changing American Society: Subcultures Chapter Six: The American Society: Families and Households Chapter Seven: Group Influences on Consumer Behavior Part Two Cases: Cases 2-1 through 2-8 PART THREE: INTERNAL INFLUENCES Chapter Eight: Perception Chapter Nine: Learning, Memory, and Product Positioning Chapter Ten: Motivation, Personality, and Emotion Chapter Eleven: Attitudes and Influencing Attitudes Chapter Twelve: Self-Concept and Lifestyle Part Three Cases: Cases 3-1 through 3-9 PART FOUR: CONSUMER DECISION PROCESS Chapter Thirteen: Situational Influences Chapter Fourteen: Consumer Decision Process and Problem Recognition Chapter Fifteen: Information Search Chapter Sixteen: Alternative Evaluation and Selection Chapter Seventeen: Outlet Selection and Purchase Chapter Eighteen: Post Purchase Processes, Customer Satisfaction, and Customer Commitment Part Four Cases: Cases 4-1 through 4-8 PART FIVE: ORGANIZATIONS AS CONSUMERS Chapter Nineteen: Organizational Buyer Behavior Part Five Cases: Cases 5-1 and 5-2 PART SIX: COSUMER BEHAVIOR AND MARKETING REGULATION Chapter Twenty: Marketing Regulation and Consumer Behavior Part Six Cases: Cases 6-1 and 6-2 APPENDIX A: Consumer Research Methods APPENDIX B: Consumer Behavior Audit
PART ONE: INTRODUCTION Chapter 1: Consumer Behavior and Marketing Strategy PART TWO: EXTERNAL INFLUENCES Chapter Two: Cross-Cultural Variations in Consumer Behavior Chapter Three: The Changing American Society: Values Chapter Four: The Changing American Society: Demographics and Social Stratification Chapter Five: The Changing American Society: Subcultures Chapter Six: The American Society: Families and Households Chapter Seven: Group Influences on Consumer Behavior Part Two Cases: Cases 2-1 through 2-8 PART THREE: INTERNAL INFLUENCES Chapter Eight: Perception Chapter Nine: Learning, Memory, and Product Positioning Chapter Ten: Motivation, Personality, and Emotion Chapter Eleven: Attitudes and Influencing Attitudes Chapter Twelve: Self-Concept and Lifestyle Part Three Cases: Cases 3-1 through 3-9 PART FOUR: CONSUMER DECISION PROCESS Chapter Thirteen: Situational Influences Chapter Fourteen: Consumer Decision Process and Problem Recognition Chapter Fifteen: Information Search Chapter Sixteen: Alternative Evaluation and Selection Chapter Seventeen: Outlet Selection and Purchase Chapter Eighteen: Post Purchase Processes, Customer Satisfaction, and Customer Commitment Part Four Cases: Cases 4-1 through 4-8 PART FIVE: ORGANIZATIONS AS CONSUMERS Chapter Nineteen: Organizational Buyer Behavior Part Five Cases: Cases 5-1 and 5-2 PART SIX: COSUMER BEHAVIOR AND MARKETING REGULATION Chapter Twenty: Marketing Regulation and Consumer Behavior Part Six Cases: Cases 6-1 and 6-2 APPENDIX A: Consumer Research Methods APPENDIX B: Consumer Behavior Audit
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