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Consumer Behavior: Building Marketing Strategy ISE David Mothersbaugh

Consumer Behavior: Building Marketing Strategy ISE By David Mothersbaugh

Consumer Behavior: Building Marketing Strategy ISE by David Mothersbaugh

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Consumer Behavior: Building Marketing Strategy ISE Summary

Consumer Behavior: Building Marketing Strategy ISE by David Mothersbaugh

Consumer Behavior: Building Marketing Strategy builds on theory to provide students with a usable, strategic understanding of consumer behavior that acknowledges recent changes in internet, mobile and social media marketing, ethnic subcultures, internal and external influences, global marketing environments, and other emerging trends. Updated with strategy-based examples from an author team with a deep understanding of each principle's business applications, the fourteenth edition contains current and classic examples of both text and visual advertisements throughout to engage students and bring the material to life. Topics such as ethics and social issues in marketing as well as consumer insights are integrated throughout the text and cases. The 15th edition of Mothersbaugh/Hawkins is tech-forward in both format and content, featuring the Connect with SmartBook 2.0.

About David Mothersbaugh

David L. Mothersbaugh, Ph.D., is Professor and Robert C. Morrow Faculty Fellow at The University of Alabama, where he has served as a faculty member or administrator for 27 years. Davids teaching and research are in the areas of consumer behavior, advertising, services marketing, and marketing strategy. David has published some 25 reference journal articles and conference proceedings, has won a number of research excellence awards, and has served on 17 dissertation committees. His teaching has earned him numerous awards at the undergraduate and executive education level. He is currently the Associate Dean for Undergraduate and International Programs at the Culverhouse College of Business where he oversees the development and deployment of various student engagement and success initiatives focusing on high-impact practices. Davids prior administrative roles at UA have also involved student-focused program development and include Marketing Department Head, Acting Director of Global Business, and Founding Director of the UA Services Marketing Program. University Of Oregon Susan Bardi Kleiser, Ph.D., is Teaching Professor in Marketing at the University of Notre Dame. Prior to joining the faculty in the Mendoza School of Business, she served as a faculty member for 17 years in the Neeley School of Business at Texas Christian University. Susans teaching and research interests include consumer decision making, marketing research and analytics, product and brand management, digital marketing and social media, as well as business ethics and international marketing. Her research has been published in numerous scholarly journals and conference proceedings in marketing, business, and psychology. Susans teaching portfolio, for which she has won a top teaching award, encompasses a wide variety of courses including international experiences in Europe and thesis advising. Susan has led and served on many academic committees, and actively serves in the community at large. Del I. Hawkins, Ph.D., is Emeritus Professor of Marketing at the University of Oregon. Del is a specialist in the areas of marketing strategy, entrepreneurship, and consumer behavior. He has been involved extensively in global executive management training, has taught extensively around the world including Japan, Germany, and Grenada, and has won the outstanding MBA teaching award at Oregon several times. Dels research has been published in many prestigious marketing journals and he authoredtwo other textbooks in marketing research and research methods.Del has served in many high-level administrative roles at Oregon including Associate and Acting Dean of the Lundquist College of Business at the University of Oregon.

Table of Contents

PART ONE: INTRODUCTION

Chapter 1: Consumer Behavior and Marketing Strategy


PART TWO: EXTERNAL INFLUENCES

Chapter Two: Cross-Cultural Variations in Consumer Behavior

Chapter Three: The Changing American Society: Values

Chapter Four: The Changing American Society: Demographics and Social Stratification

Chapter Five: The Changing American Society: Subcultures

Chapter Six: The American Society: Families and Households

Chapter Seven: Group Influences on Consumer Behavior

Part Two Cases: Cases 21 through 28


PART THREE: INTERNAL INFLUENCES

Chapter Eight: Perception

Chapter Nine: Learning, Memory, and Product Positioning

Chapter Ten: Motivation, Personality, and Emotion

Chapter Eleven: Attitudes and Influencing Attitudes

Chapter Twelve: Self-Concept and Lifestyle

Part Three Cases: Cases 31 through 39


PART FOUR: CONSUMER DECISION PROCESS

Chapter Thirteen: Situational Influences

Chapter Fourteen: Consumer Decision Process and Problem Recognition

Chapter Fifteen: Information Search

Chapter Sixteen: Alternative Evaluation and Selection

Chapter Seventeen: Outlet Selection and Purchase

Chapter Eighteen: Post Purchase Processes, Customer Satisfaction, and Customer Commitment

Part Four Cases: Cases 41 through 48


PART FIVE: ORGANIZATIONS AS CONSUMERS

Chapter Nineteen: Organizational Buyer Behavior

Part Five Cases: Cases 51 and 52


PART SIX: COSUMER BEHAVIOR AND MARKETING REGULATION

Chapter Twenty: Marketing Regulation and Consumer Behavior

Part Six Cases: Cases 61 and 62


APPENDIX A: Consumer Research Methods

APPENDIX B: Consumer Behavior Audit


Additional information

NPB9781266114762
9781266114762
1266114769
Consumer Behavior: Building Marketing Strategy ISE by David Mothersbaugh
David Mothersbaugh
New
Paperback
McGraw-Hill Education
2023-03-06
850
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
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