Consumer Behavior with DDB LifeStyle Study Data Disk
by HAWKINSEdition: 11th
Format: Hardcover w/CD
Pub. Date: 2009-01-27
Publisher(s): McGraw-Hill/Irwin
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Summary
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. .
Table of Contents
| Introduction | |
| Consumer Behavior and Marketing Strategy | |
| External Influences | |
| Cross-Cultural Variations in Consumer Behavior | |
| The Changing American Society: Values | |
| The Changing American Society: Demographics and Social Stratification | |
| The Changing American Society: Subcultures | |
| The American Society: Families and Households | |
| Group Influences on Consumer Behavior | |
| Cases: Cases 2-1 through 2-9 | |
| Internal Influences | |
| Perception | |
| Learning, Memory, and Product Positioning | |
| Motivation, Personality, and Emotion | |
| Attitudes and Influencing Attitudes | |
| Self-Concept and Lifestyle | |
| Cases: Cases 3-1 through 3-10 | |
| Consumer Decision Process | |
| Situational Influences | |
| Consumer Decision Process and Problem Recognition | |
| Information Search | |
| Alternative Evaluation and Selection | |
| Outlet Selection and Purchase | |
| Postpurchase Processes, Customer Satisfaction, and Customer Commitment | |
| Cases: Cases 4-1 through 4-8 | |
| Organizations as Consumers | |
| Organizational Buyer Behavior | |
| Cases: Cases 5-1 through 5-2 | |
| Consumer Behavior and Marketing Regulation | |
| Marketing Regulation and Consumer Behavior | |
| Cases: Cases 6-1 through 6-2 | |
| Consumer Behavior Research Methods | |
| Consumer Behavior Audit | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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