Consumer Behavior: Building Marketing Strategy, Eleventh Edition

Hawkins, Del I.; Mothersbaugh, David L.;

ISBN 10: 0077294106 / ISBN 13: 9780077294106

Editore: McGraw Hill Irwin, New York, New York, U.S.A., 2010

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CD Included. Good Condition. Moderate wear. Binding fairly tight, pages clean. Pictures available upon request. Codice articolo 037433

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Titolo: Consumer Behavior: Building Marketing ...

Casa editrice: McGraw Hill Irwin, New York, New York, U.S.A.

Data di pubblicazione: 2010

Legatura: Hardcover

Condizione: Good

Descrizione articolo

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.

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.