Consumer Behavior13th edition

Building Marketing Strategy

Consumer Behavior 13th edition 9781259232541 1259232549
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1259232549
ISBN-13:
9781259232541
Authors:

Hawkins, David Mothersbaugh, ...more

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Full Title:Consumer Behavior: Building Marketing Strategy
Edition:13th edition
ISBN-13:978-1259232541
Format:Hardback
Publisher:McGraw-Hill Education (9/1/2015)
Copyright:2016
Dimensions:8.2 x 10.1 x 1.3 inches
Weight:3.2lbs

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Consumer Behavior 13th edition solutions are available for this textbook.

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.

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

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