Consumer Behavior

Building Marketing Strategy

Del I. Hawkins, Roger Best, Kenneth Coney (Autoren)

Media-Kombination

2003 | 9th Revised edition
McGraw-Hill Publishing Co.
978-0-07-121642-5 (ISBN)

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Offers coverage of consumer behavior including the psychological, social, and managerial implications. The edition features examples that are tied into global and technology consumer behavior issues and trends, a foundation in marketing strategy, integrated coverage of ethical/social issues, and outlines the consumer decision process.

"Consumer Behavior, 9/e", by Hawkins, Best, and Coney offers balanced coverage of consumer behavior including the psychological, social, and managerial implications. The new edition features current and exciting examples that are tied into global and technology consumer behavior issues and trends, a solid foundation in marketing strategy, integrated coverage of ethical/social issues and outlines the consumer decision process. This text is known for its ability to link topics back to marketing decision-making and strategic planning which gives students the foundation to understanding consumer behavior which will make them better consumers and better marketers.

Part One Introduction Chapter 1 Consumer Behavior and Marketing Strategy Part Two External Influences Chapter 2 Cross-cultural Variations in Consumer Behavior Chapter 3 The Changing American Society Values Chapter 4 The Changing American Society: Demographics and Social Stratification Chapter 5 The Changing American Society: Subcultures Chapter 6 The American Society: Families and Households Chapter 7 Group Influences on Consumer Behavior Part Three Internal Influences Chapter 8 Perception Chapter 9 Learning, Memory and Product Positioning Chapter 10 Motivation, Personality and Emotion Chapter 11 Attitudes and Influencing Attitudes Chapter 12 Self-Concept and Lifestyle Part Four Consumer Decision Process Chapter 13 Situational Influences Chapter 14 Consumer Decision Process and Problem Recognition Chapter 15 Information Search Chapter 16 Alternative Evaluation and Selection Chapter 17 Outlet Selection and Purchase Chapter 18 Postpurchase Processes, Customer Satisfaction, and Customer Commitment Part Five Organizations as Consumers Chapter 19 Organizational Buyer Behavior Part Six Consumer Behavior and Marketing Regulation Chapter 20 Marketing Regulation and Consumer Behavior

Erscheint lt. Verlag	1.4.2003
Verlagsort	London
Sprache	englisch
Maße	177 x 254 mm
Gewicht	1451 g
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
ISBN-10	0-07-121642-1 / 0071216421
ISBN-13	978-0-07-121642-5 / 9780071216425
Zustand	Neuware