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Consumer Behavior: Building Marketing Strategy – McGraw-Hill
David L. Mothersbaugh, Del I. Hawkins & Susan Bardi Kleiser – Consumer Behavior: Building Marketing Strategy, 14th edition
Consumer Behavior: Building Marketing Strategy builds on theory to provide students with a usable, strategic understanding of consumer behavior that acknowledges recent changes in mobile and social media marketing, ethnic subcultures, internal and external influences, global marketing, and other emerging trends. Updated with strategy-based examples throughout and an integration of ethics and consumer insights in the text and cases.
From the preface: Marketing attempts to influence the way consumers behave. These attempts have implications for the organizations making them, 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 consumer behavior, and attempts to influence it, is critical to all of us. This text is designed to provide an understanding of consumer behavior. This understanding can make us better consumers, better marketers, and better citizens.
Contents:
Preface
Acknowledgments
Part One: Introduction
1 Consumer Behavior and Marketing Strategy
Part Two: External Influences
2 Cross-Cultural Variations in Consumer Behavior
3 The Changing American Society: Values
4 The Changing American Society: Demographics and Social Stratification
5 The Changing American Society: Subcultures
6 The Changing American Society: Families and Households
7 Group Influences on Consumer Behavior
Part Three: Internal Influences
8 Perception
9 Learning, Memory, and Product Positioning
10 Motivation, Personality, and Emotion
11 Attitudes and Influencing Attitudes
12 Self-Concept and Lifestyle
Part Four: The Consumer Decision Process
13 Situational Influences
14 Consumer Decision Process and Problem Recognition
15 Information Search
16 Alternative Evaluation and Selection
17 Outlet Selection and Purchase
18 Post-Purchase Processes, Customer Satisfaction, and Customer Commitment
Part Five: Organizations as Consumers
19 Organizational Buyer Behavior
Part Six: Consumer Behavior and Marketing Regulation
20 Marketing Regulation and Consumer Behavior
Appendixes
Indexes
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