Consumer Behavior - Building Marketing Strategy (11th Ed)(gnv64)

Consumer Behavior - Building Marketing Strategy (11th Ed)
by Delbert Hawkins, David Mothersbaugh and Roger Best
McGraw-Hill/Irwin | January 2009 | ISBN-10: 0073381101 | PDF | 832 pages | 29.3 mb
http://www.amazon.com/Consumer-Behavior-Building-Marketing-Strategy/dp/0073381101

This book is a strategic look at consumer behavior in order to guide successful marketing activities. The Wheel of Consumer Analysis is the organizing factor in the book. The four major parts of the wheel are consumer affect and cognition, consumer behavior, consumer environment, and marketing strategy. Each of these components is the topic of one of the four major sections in the book.

BRIEF CONTENTS
Part One - Introduction 2
CHAPTER ONE Consumer Behavior and Marketing Strategy 5
Part Two - External Infl uences 36
CHAPTER TWO Cross-Cultural Variations in Consumer Behavior 39
CHAPTER THREE The Changing American Society: Values 81
CHAPTER FOUR The Changing American Society: Demographics and Social Stratifi cation 115
CHAPTER FIVE The Changing American Society: Subcultures 155
CHAPTER SIX The American Society: Families and Households 193
CHAPTER SEVEN Group Infl uences on Consumer Behavior 22
Part Three - Internal Infl uences 274
CHAPTER EIGHT Perception 277
CHAPTER NINE Learning, Memory, and Product Positioning 317
CHAPTER TEN Motivation, Personality, and Emotion 359
CHAPTER ELEVEN Attitudes and Infl uencing Attitudes 391
CHAPTER TWELVE Self-Concept and Lifestyle 427
Part Four - Consumer Decision Process 466
CHAPTER THIRTEEN Situational Infl uences 469
CHAPTER FOURTEEN Consumer Decision Process and Problem Recognition 495
CHAPTER FIFTEEN Information Search 517
CHAPTER SIXTEEN Alternative Evaluation and Selection 549
CHAPTER SEVENTEEN Outlet Selection and Purchase 581
CHAPTER EIGHTEEN Postpurchase Processes, Customer Satisfaction, and Customer Commitment 621
Part Five - Organizations as Consumers 664
CHAPTER NINETEEN Organizational Buyer Behavior 667
Part Six - Consumer Behavior and Marketing Regulation 696
CHAPTER TWENTY Marketing Regulation and Consumer Behavior 699
Appendix A Consumer Research Methods 727
Appendix B Consumer Behavior Audit 738
Photo Credits 745
Indexes 747

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