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Consumer Behavior: Building Market Strategy

Hawkins offers balanced coverage of consumer behavior including psychological, social, and managerial implications. The new edition offers exciting and extremely current examples. This author team is best known for their ability to tie the topics back to marketing decision making and strategic planning.

• Cases: There are cases at the end of each major section of the text. The cases can be read in class and used to generate discussion of a particular topic.
• Internet Integration: Examples of the Internet and its impact on consumer behaviour have been added throughout the text.
• 67% of cases are new or revised, based on customer feedback.

Contents

Part One: Introduction. Chapter 1: Consumer Behavior and Marketing Strategy. Part Two: 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: Families and Households. Chapter 7: Group Influences on Consumer Behavior. Part Two Cases. Cases 2-1 through 2-9. Part Three: 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 3-10. Part Four: 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 Four Cases. Cases 4-1 through 4-8. Part Five: Organizations as Consumers. Chapter 19. Organizational Buyer Behavior. Part Five Cases. Cases 5-1 and 5-2. Part Six: 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. Name Index. Case Index. Subject Index.

650 pages