Consumer Behavior with DDB LifeStyle Study Data Disk - Rilegato

Hawkins, Delbert; Mothersbaugh, David

Rilegato

ISBN 10: 0077294106 ISBN 13: 9780077294106

Casa editrice: McGraw-Hill Education, 2009

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 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.

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 MethodsAppendix B: Consumer Behavior Audit

Dettagli dell?edizione

• Editore: McGraw-Hill Education
• Data di pubblicazione: 2009
• ISBN 10: 0077294106
• ISBN 13: 9780077294106
• Rilegatura: Copertina rigida
• Lingua: Inglese
• Numero di pagine: 778