Delbert I. Hawkins, David L Mothersbaugh, Roger J. Best

Consumer Behavior: Building Marketing Strategy

• Gebundenes Buch

Produktbeschreibung

Builds on theory to provide students with a usable, strategic understanding of consumer behavior that acknowledges recent changes in internal and external influences, global marketing environments, and the discipline overall.

---

Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.

Produktdetails

• Verlag: McGraw-Hill Education
• 13 ed
• Seitenzahl: 816
• Altersempfehlung: 18 bis 22 Jahre
• Erscheinungstermin: 1. September 2015
• Englisch
• Abmessung: 257mm x 208mm x 33mm
• Gewicht: 1486g
• ISBN-13: 9781259232541
• ISBN-10: 1259232549
• Artikelnr.: 42998886

Autorenporträt

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 24 years.  David 's teaching and research are in the areas of consumer behavior, advertising, services marketing, and marketing strategy.  David has published some 25 refereed 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 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 and Social Stratification Chapter 5
The Changing American Society: Subcultures Chapter 6
The American Society: Family and Households Chapter 7
Group Influence on Consumer Behavior · Part Two Cases Cases 2
1 through 2
8 Part III
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 Three Cases Cases 3
1 through 3
9 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 Four Cases Cases 4
1 through 4
8 Part V
Organizations as Consumers Chapter 19
Organizational and Buyer Behavior · Part Five Cases Cases 5
1 through 5
2 Part VI
Consumer Behavior and Marketing Regulation Chapter 20
Marketing Regulation and Consumer Behavior · Part Six Cases Cases 6
1 and 6
2 Appendix A Consumer Research Methods Appendix B Consumer Behavior Audit