Ulteriori informazioni
Consumer Behavior: Building Marketing Strategy provides students with a usable, strategic understanding of consumer behavior. The authors believe that knowledge of the factors that influence consumer behavior can, with practice, be used to develop sound marketing strategy. As a consequence, the text integrates theory, strategy-based examples, and application.
Sommario
Part I. Introduction
Chapter 1. Introduction
Part II. External Influences
Chapter 2. Cross-cultural Variations in Consumer Behavior
Chapter 3. The Changing American Society: Values
Chapter 4. The Changing American Society: Demographics
Chapter 5. The Changing American Society: Subcultures
Chapter 6. The American Society: Family and Households
Chapter 7. Group Influence on Consumer Behavior
Part III. Internal Influences
Chapter 8. Perception
Chapter 9. Cross-cultural Variations in Consumer Behavior
Chapter 10. Motivation, Personality, and Emotion
Chapter 11. Attitudes and Influencing Attitudes
Chapter 12. Self-Concept and Lifestyle
Part IV. 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. Post-Purchase Processes, Customer
Satisfaction, and Customer Commitment
Part V. Organizations as Consumers
Chapter 19. Organizational and Buyer Behavior
Chapter 20. Marketing Regulation and Consumer Behavior
Info autore
Delbert I. Hawkins is C. H. Lundquist Professor of Marketing and Chair of the Marketing Department at the University of Oregon.
Riassunto
Provides students with an understanding of consumer behavior. This title states that knowledge of the factors that influence consumer behavior can, with practice, be used to develop sound marketing strategy. It integrates theory, strategy-based examples, and application.
