Consumer Behaviour: Building Marketing Strategy - Brossura

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

Brossura

ISBN 10: 0071318178 ISBN 13: 9780071318174

Casa editrice: McGraw-Hill Higher Education, 2012

Riassunto

This book is a strategic look at consumer behavior in order to guide successful marketing activities. The Wheel of Consumer Analysis is the organizing factor in the book. The four major parts of the wheel are consumer affect and cognition, consumer behavior, consumer environment, and marketing strategy. Each of these components is the topic of one of the four major sections in the book.

Su questo libro

L'autore

Del is C. H. Lundquist Professor of Marketing and Chair of the Marketing Department at the University of Oregon

Contenuti

Part One: Introduction

Chapter One: 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 2-9

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 3-10

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: Postpurchase 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 through 5-2

Part Six: Consumer Behavior and Marketing Regulation

Chapter Twenty: Marketing Regulation and Consumer Behavior

Part Six Cases: Cases 6-1 through 6-2

Appendix A: Consumer Behavior Research Methods

Appendix B: Consumer Behavior Audit

Dettagli dell?edizione

• Editore: McGraw-Hill Higher Education
• Data di pubblicazione: 2012
• ISBN 10: 0071318178
• ISBN 13: 9780071318174
• Rilegatura: Copertina flessibile
• Lingua: Inglese
• Numero di pagine: 832