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Consumer Behavior: Building Marketing Strategy builds on theory to provide students with a usable, strategic understanding of consumer behavior that acknowledges recent changes in internet, mobile and social media marketing, ethnic subcultures, internal and external influences, global marketing environments, and other emerging trends. Updated with strategy-based examples from an author team with a deep understanding of each principle's business applications, the fourteenth edition contains current and classic examples of both text and visual advertisements throughout to engage students and bring the material to life. Topics such as ethics and social issues in marketing as well as consumer insights are integrated throughout the text and cases. The 15th edition of Mothersbaugh/Hawkins is tech-forward in both format and content, featuring the Connect with SmartBook 2.0.
作者簡介
David L. Mothersbaugh
現職：University of Alabama
Susan Bardi Kleiser
現職：University of Notre Dame
Del I. Hawkins
現職：University of Oregon
PART I: INTRODUCTION
Ch 1 Consumer Behavior and Marketing Strategy
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 and Social Stratification
Ch 5 The Changing American Society: Subcultures
Ch 6 The American Society: Families and Households
Ch 7 Group Influence on Consumer Behavior
PART III: INTERNAL INFLUENCES
Ch 8 Perception
Ch 9 Learning, Memory, and Product Positioning
Ch10 Motivation, Personality, and Emotion
Ch11 Attitudes and Influencing Attitudes
Ch12 Self-Concept and Lifestyle
PART IV: CONSUMER DECISION PROCESS
Ch13 Situational Influences
Ch14 Consumer Decision Process and Problem Recognition
Ch15 Information Search
Ch16 Alternative Evaluation and Selection
Ch17 Outlet Selection and Purchase
Ch18 Postpurchase Processes, CustomerSatisfaction, and Customer Commitment
PART V: ORGANIZATIONS AS CONSUMERS
Ch19 Organizational Buyer Behavior
PART VI: CONSUMER BEHAVIOR AND MARKETING REGULATION
Ch20 Marketing Regulation and Consumer Behavior
