Consumer behavior: building marketing strategy

by Hawkins, Del I.

Type Book
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Marketing attempts to influence the way consumers behave. These attempts have implications for the organizations making the attempt, 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 consumers behavior, and attempts to influence it, are critical to all of us. This text is designed to provide an understanding of consumer behavior. This understanding can make us better consumer, better marketers, a…

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Title Statements

  • Full title :Consumer behavior : building marketing strategy / Del I. Hawkins, David L. Mothersbaugh, Roger J. Best.

Summary

Marketing attempts to influence the way consumers behave. These attempts have implications for the organizations making the attempt, 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 consumers behavior, and attempts to influence it, are critical to all of us. This text is designed to provide an understanding of consumer behavior. This understanding can make us better consumer, better marketers, and better citizens. A primary purpose of this text is to provide the student with a usable, managerial understanding of consumer behavior.-Pref.

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Edition Statements

  • Publication Date:2008.

Publication Statements

Notes

Originally published: Boston : McGraw-Hill/Irwin, ©2007. 10th ed.

The Physical Object

  • Description:1 audio disc ; : 4 3/4 in.

Edition Identifiers

  • oclc:ocn191051359
  • Dewey Decimal:658.83420973 T

Table of Contents

Consumer behavior and marketing strategy -- External influences: Cross-cultural variations in consumer behavior; Changing American society, values; Changing American society, demographics and social stratification; Changing American society, subcultures; American society, families and households; Group influences on consumer behavior -- Internal influences: Perception; Learning, memory, and product positioning; Motivation, personality, and emotion; Attitudes and influencing attitudes; Self-concept and lifestyle -- Consumer decision process: Situational influences; Consumer decision process and problem recognition; Information search; Alternative evaluation and selection; Outlet selection and purchase; Postpurchase processes, customer satisfaction, and customer commitment -- Organizations as consumers: Organizational buyer behavior -- Consumer behavior and marketing regulation: Marketing regulation and consumer behavior -- Appendixes: Consumer research methods; Consumer behavior audit.

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Subjects

Case studies Consommateurs -- Comportement -- États-… Consommateurs -- Études de cas. -- Comp… Consumer behavior Consumer behavior -- Case studies. -- U… Consumer behavior -- United States Études de marché -- États-Unis Market surveys Market surveys -- United States United States

Writers

Hawkins, Del I. Best, Roger J. Mothersbaugh, David L.

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