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Consumer Behavior : Building Marketing Strategy (With DDB Needham Data Disk)
ISBN: 9780072416886 | 0072416882
Format: HardcoverPublisher: McGraw-Hill College
Pub. Date: 6/1/2000
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Hawkins offers balanced coverage of consumer behavior including psychological, social, and managerial implications. The new edition offers exciting and extremely current examples. This author team is best known for their ability to tie the topics back to marketing decision making and strategic planning.
| Introduction | |
| Consumer Behavior and Marketing Strategy | |
| External Influences | |
| Cross-cultural Variations in Consumer Behavior | |
| The Changing American Society: Values | |
| The Changing American Society: Demographics and Social Stratification | |
| The Changing American Society: Subcultures | |
| The American Society: Families and Households | |
| Group Inf... MORE | |
| Cases | |
| Cases 2-1 through 2-9 | |
| Internal Influences | |
| Perception | |
| Learning, Memory and Product Positioning | |
| Motivation, Personality and Emotion | |
| Attitudes and Influencing Attitudes | |
| Self-Concept and Lifestyle | |
| Cases | |
| Cases 3-1 through 3-10 | |
| 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 | |
| Cases | |
| Cases 4-1 through 4-8 | |
| Organizations as Consumers | |
| Organizational Buyer Behavior | |
| Cases | |
| Cases 5-1 and 5-2 | |
| Consumer Behavior and Marketing Regulation | |
| Marketing Regulation and Consumer Behavior | |
| Cases | |
| Cases 6-1 and 6-2 | |
| Consumer Research Methods | |
| Consumer Behavior Audit | |
| Name Index | |
| Case Index | |
| Subject Index | |
| Table of Contents provided by Publisher. All Rights Reserved. |
