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Consumer Behavior: Building Marketing Strategy David Mothersbaugh

Consumer Behavior: Building Marketing Strategy By David Mothersbaugh

Consumer Behavior: Building Marketing Strategy by David Mothersbaugh

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Summary

Builds on theory to provide students with a usable, strategic understanding of consumer behavior that acknowledges recent changes in internal and external influences, global marketing environments, and the discipline overall.

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Consumer Behavior: Building Marketing Strategy Summary

Consumer Behavior: Building Marketing Strategy 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 internal and external influences, global marketing environments, and the discipline overall. Updated with strategy-based examples from an author team with a deep understanding of each principle's business applications, current and classic examples of both text and visual advertisements throughout the text will serve to engage students and bring the material to life. The 13th edition of Mothersbaugh/Hawkins is tech-forward in both format and content, featuring the addition of Connect's robust digital suite, including SmartBook and other assignable interactives to help students learn, apply, and expand upon core marketing concepts and make assignment management and outcomes-based reporting easy.

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 24 years. David 's teaching and research are in the areas of consumer behavior, advertising, services marketing, and marketing strategy. David has published some 25 refereed 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. David's 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. 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 authored two 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 I - Introduction

Chapter 1 - Introduction

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 Two Cases

Cases 2-1 through 2-8

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 Three Cases

Cases 3-1 through 3-9

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 - Post-Purchase Processes, Customer Satisfaction, and Customer Commitment

* Part Four Cases

Cases 4-1 through 4-8

Part V - Organizations as Consumers

Chapter 19 - Organizational and Buyer Behavior

* Part Five Cases

Cases 5-1 through 5-2

Part VI - Consumer Behavior and Marketing Regulation

Chapter 20 - Marketing Regulation and Consumer Behavior

* Part Six Cases

Cases 6-1 and 6-2

Appendix A Consumer Research Methods

Appendix B Consumer Behavior Audit

Additional information

CIN1259232549G
9781259232541
1259232549
Consumer Behavior: Building Marketing Strategy by David Mothersbaugh
David Mothersbaugh
Used - Good
Hardback
McGraw-Hill Education
2015-10-16
816
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in good condition, but if you are not entirely satisfied please get in touch with us

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