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Consumer Behavior: Building Marketing Strategy provides students with a usable, strategic understanding of consumer behavior. The authors believe that knowledge of the factors that influence consumer behavior can, with practice, be used to develop sound marketing strategy. As a consequence, the text integrates theory, strategy-based examples, and application.
Features:
1.The 12th Edition has 9 new market segmentation schemes ranging from green marketing to technology to global luxury. This is an addition to the four segmentation schemes that were part of the 11th Edition.
2.Added Learning Objectives to all chapters and associated learning and teaching aid. Each chapter starts with a set of learning objectives linked to key learning outcomes which are then integrated throughout the text and in other learning and teaching resources.
3.30 new global examples
作者簡介
Del I. Hawkins
現職：University of Oregon
David L. Mothersbaugh
現職：University of Alabama
PART I: INTRODUCTION
Ch 1 Introduction
Part II: EXTERNAL INFLUENCES
Ch 2 Cross-cultural Variations in Consumer Behavior
Ch 3 The Changing American Society: Values
Ch 4 The Changing American Society: Demographics
Ch 5 The Changing American Society: Subcultures
Ch 6 The American Society: Family and Households
Ch 7 Group Influence on Consumer Behavior
Part III: INTERNAL INFLUENCES
Ch 8 Perception
Ch 9 Cross-cultural Variations in Consumer Behavior
Ch 10 Motivation, Personality, and Emotion
Ch 11 Attitudes and Influencing Attitudes
Ch 12 Self-Concept and Lifestyle
Part IV: COONSUMER DECISION PROCESS
Ch 13 Situational Influences
Ch 14 Consumer Decision Process and Problem Recognition
Ch 15 Information Search
Ch 16 Alternative Evaluation and Selection
Ch 17 Outlet Selection and Purchase
Ch 18 Post-Purchase Processes, Customer
Satisfaction, and Customer Commitment
Part V: ORGANIZATIONS AS CONSUMERS
Ch 19 Organizational and Buyer Behavior
Ch 20 Marketing Regulation and Consumer Behavior
