Consumer Behavior: Building Marketing Strategy – Anonymously

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Consumer Behavior: Building Marketing Strategy

David L. Mothersbaugh, Del I. Hawkins & Susan Bardi Kleiser – Consumer Behavior: Building Marketing Strategy, 14th edition

Consumer Behavior: Building Marketing Strategy builds on theory to provide students with a usable, strategic understanding of consumer behavior that acknowledges recent changes in mobile and social media marketing, ethnic subcultures, internal and external influences, global marketing, and other emerging trends. Updated with strategy-based examples throughout and an integration of ethics and consumer insights in the text and cases.

From the preface: Marketing attempts to influence the way consumers behave. These attempts have implications for the organizations making them, the consumers they are trying to influence, and the society in which these attempts occur. We are all consumers, and we are all members of society, so consumer behavior, and attempts to influence it, is critical to all of us. This text is designed to provide an understanding of consumer behavior. This understanding can make us better consumers, better marketers, and better citizens.

Contents:

Preface

Acknowledgments

Part One: Introduction

1 Consumer Behavior and Marketing Strategy

Part Two: External Influences

2 Cross-Cultural Variations in Consumer Behavior

3 The Changing American Society: Values

4 The Changing American Society: Demographics and Social Stratification

5 The Changing American Society: Subcultures

6 The Changing American Society: Families and Households

7 Group Influences on Consumer Behavior

Part Three: Internal Influences

8 Perception

9 Learning, Memory, and Product Positioning

10 Motivation, Personality, and Emotion

11 Attitudes and Influencing Attitudes

12 Self-Concept and Lifestyle

Part Four: The Consumer Decision Process

13 Situational Influences

14 Consumer Decision Process and Problem Recognition

15 Information Search

16 Alternative Evaluation and Selection

17 Outlet Selection and Purchase

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

Part Five: Organizations as Consumers

19 Organizational Buyer Behavior

Part Six: Consumer Behavior and Marketing Regulation

20 Marketing Regulation and Consumer Behavior

Appendixes

Indexes

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