Hawkins & Mothersbaugh - Consumer Behavior: Building Marketing Strategy 11e [PDF]

Hawkins & Mothersbaugh – Consumer Behavior: Building Marketing Strategy 11e [PDF]

Type Business / Marketing
Size 30.09 MB in 2 file(s)

This is a later edition of the text I used when I taught consumer behavior.
From Goodreads: 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.

From the introduction: Marketing attempts to infl uence 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 are 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.

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. Attutides 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

Appendix A: Consumer Research Methods
Appendix B: Consumer Behavior Audit
Photo Credits

NOTE: The DDB LifeStyle Study Data Disk is not included in this upload.

Format: PDF
Length: 778 pages
Published: 2009 by McGraw-Hill/Irwin
ISBN: 0073381101

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