Consumer Behavior: Building Marketing Strategy 12/e (絕)
- 20本以上，享 8.5折
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- 一般書籍
- ISBN：9780071315128
- 作者：Hawkins, Mothersbaugh
- 版次：12
- 年份：2013
- 出版商：McGraw-Hill
書籍介紹
本書特色
目錄
Description
Consumer Behavior: Building Marketing Strategy provides students with a usable, strategic understanding of consumer behavior. The authors believe that knowledge of the factors that influence consumer behavior can, with practice, be used to develop sound marketing strategy. As a consequence, the text integrates theory, strategy-based examples, and application.
Consumer Behavior: Building Marketing Strategy provides students with a usable, strategic understanding of consumer behavior. The authors believe that knowledge of the factors that influence consumer behavior can, with practice, be used to develop sound marketing strategy. As a consequence, the text integrates theory, strategy-based examples, and application.
Features
- The 12th Edition has 9 new market segmentation schemes ranging from green marketing to technology to global luxury. This is an addition to the four segmentation schemes that were part of the 11th Edition.
- Added Learning Objectives to all chapters and associated learning and teaching aid. Each chapter starts with a set of learning objectives linked to key learning outcomes which are then integrated throughout the text and in other learning and teaching resources.
- 30 new global examples
- Consumer Insights: This boxed item, found in every chapter, presents an interesting example and asks the students to think critically. It is an opportunity for the students to see consumer behaviour theories come to life.
- Opening Vignettes: Each chapter begins with interesting and practical examples that introduce the material in the chapter. These involve situations in which businesses, government units, or nonprofit organisations have used or misused consumer behavior principles.
- Application Activities: The final learning aid at the end of each chapter is a set of application exercises. These require the students to utilise the material in the chapter in conjunction with external activities such as visiting stores to observe point-of purchase displays, interviewing customers or managers, or evaluating television ads. They range in complexity from short assignments to term projects.
Table of Contents
Part I. Introduction
Chapter 1. Consumer Behavior and Marketing Strategy
Part II. External Influences
Chapter 2. Cross-cultural Variations in Consumer Behavior
Chapter 3. The Changing American Society: Values
Chapter 4. The Changing American Society: Demographics and Social Stratification
Chapter 5. The Changing American Society: Subcultures
Chapter 6. The American Society: Family and Households
Chapter 7. Group Influence on Consumer Behavior
Part III. Internal Influences
Chapter 8. Perception
Chapter 9. Learning, Memory, and Product Positioning
Chapter 10. Motivation, Personality, and Emotion
Chapter 11. Attitudes and Influencing Attitudes
Chapter 12. Self-Concept and Lifestyle
Part IV. Consumer Decision Process
Chapter 13. Situational Influences
Chapter 14. Consumer Decision Process and Problem Recognition
Chapter 15. Information Search
Chapter 16. Alternative Evaluation and Selection
Chapter 17. Outlet Selection and Purchase
Chapter 18. Postpurchase Processes, Customer
Satisfaction, and Customer Commitment
Part V. Organizations as Consumers
Chapter 19. Organizations as Consumers
Part VI. Consumer Behavior and Marketing Regulation
Chapter 20. Marketing Regulation and Consumer Behavior
Part I. Introduction
Chapter 1. Consumer Behavior and Marketing Strategy
Part II. External Influences
Chapter 2. Cross-cultural Variations in Consumer Behavior
Chapter 3. The Changing American Society: Values
Chapter 4. The Changing American Society: Demographics and Social Stratification
Chapter 5. The Changing American Society: Subcultures
Chapter 6. The American Society: Family and Households
Chapter 7. Group Influence on Consumer Behavior
Part III. Internal Influences
Chapter 8. Perception
Chapter 9. Learning, Memory, and Product Positioning
Chapter 10. Motivation, Personality, and Emotion
Chapter 11. Attitudes and Influencing Attitudes
Chapter 12. Self-Concept and Lifestyle
Part IV. Consumer Decision Process
Chapter 13. Situational Influences
Chapter 14. Consumer Decision Process and Problem Recognition
Chapter 15. Information Search
Chapter 16. Alternative Evaluation and Selection
Chapter 17. Outlet Selection and Purchase
Chapter 18. Postpurchase Processes, Customer
Satisfaction, and Customer Commitment
Part V. Organizations as Consumers
Chapter 19. Organizations as Consumers
Part VI. Consumer Behavior and Marketing Regulation
Chapter 20. Marketing Regulation and Consumer Behavior
