Consumer behavior : building marketing strategy
Del I. Hawkins (Author), David L. Mothersbaugh (Author), Susan Bardi Kleiser (Author)
"Marketing attempts to influence the way consumers behave. These attempts have implications for the organizations making them, the consumers they are trying to influence, and the society in which these attempts occur. We are all consumers, and we are all members of society, so consumer behavior, and attempts to influence it, is critical to all of us. This text is designed to provide an understanding of consumer behavior. This understanding can make us better consumers, better marketers, and better citizens"-- Provided by publisher
Print Book, English, 2020
Fourteenth Edition View all formats and editions
McGraw-Hill Education, Dubuque, 2020
Case studies
xix, 814 pages : color illustrations ; 26 cm
9781260100044, 9781260158199, 1260100049, 1260158195
1104859315
CHAPTER ONE: Consumer Behavior and Marketing StrategyCHAPTER TWO: Cross-Cultural Variations in Consumer BehaviorCHAPTER THREE: The Changing American Society: ValuesCHAPTER FOUR: The Changing American Society: Demographics and Social StratificationCHAPTER FIVE: The Changing American Society: SubcultureCHAPTER SIX: The American Society: Families and HouseholdsCHAPTER SEVEN: Group Influences on Consumer BehaviorCHAPTER EIGHT: PerceptionCHAPTER NINE: Learning, Memory, and Product PositioningCHAPTER TEN: Motivation, Personality, and EmotionCHAPTER ELEVEN: Attitudes and Influencing AttitudesCHAPTER TWELVE: Self-Concept and LifestyleCHAPTER THIRTEEN: Situational InfluencesCHAPTER FOURTEEN: Consumer Decision Process and Problem RecognitionCHAPTER FIFTEEN: Information SearchCHAPTER SIXTEEN: Alternative Evaluation and SelectionCHAPTER SEVENTEEN: Outlet Selection and PurchaseCHAPTER EIGHTEEN: Post purchase Processes, Customer Satisfaction, and Customer Commitment
Revised edition of the authors' Consumer behavior, [2016]