Consumer Behavior: Building Marketing Strategy – McGraw-Hill

Consumer Behavior: Building Marketing Strategy – McGraw-HillDavid L. Mothersbaugh, Del I. Hawkins & Susan Bardi Kleiser – Consumer Behavior: Building Marketing Strategy, 14th editionConsumer 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:PrefaceAcknowledgmentsPart One: Introduction1 Consumer Behavior and Marketing StrategyPart Two: External Influences2 Cross-Cultural Variations in Consumer Behavior3 The Changing American Society: Values4 The Changing American Society: Demographics and Social Stratification5 The Changing American Society: Subcultures6 The Changing American Society: Families and Households7 Group Influences on Consumer BehaviorPart Three: Internal Influences8 Perception9 Learning, Memory, and Product Positioning10 Motivation, Personality, and Emotion11 Attitudes and Influencing Attitudes12 Self-Concept and LifestylePart Four: The Consumer Decision Process13 Situational Influences14 Consumer Decision Process and Problem Recognition15 Information Search16 Alternative Evaluation and Selection17 Outlet Selection and Purchase18 Post-Purchase Processes, Customer Satisfaction, and Customer CommitmentPart Five: Organizations as Consumers19 Organizational Buyer BehaviorPart Six: Consumer Behavior and Marketing Regulation20 Marketing Regulation and Consumer BehaviorAppendixesIndexesAre you interested in? Consumer Behavior: Building Marketing Strategy – McGraw-Hill Download, consumer behavior, what are the factors that influence consumer behavior, define consumer behavior, types of consumer behavior, importance of consumer behavior.