Consumer Behavior: Building Marketing Strategy, 9/e, (with DDB Needham Data Disk)

Del I. Hawkins, Ph.D., is Emeritus Professor of Marketing at the University of Oregon. Del is a specialist in the areas of marketing strategy, entrepreneurship, and consumer behavior. He has been involved extensively in global executive management training, has taught extensively around the world including Japan, Germany, and Grenada, and has won the outstanding MBA teaching award at Oregon several times. Dels research has been published in many prestigious marketing journals and he authored two other textbooks in marketing research and research methods. Del has served in many high-level administrative roles at Oregon including Associate and Acting Dean of the Lundquist College of Business at the University of Oregon. University Of Oregon Arizona State University

Part OneIntroduction 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