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consumer behavior building marketing strategy 11th ed gnv64

Type:: E-books
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Uploaded On:: Feb. 4, 2014, 7:50 a.m.
Added By:: gnv65
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Info Hash:: D5818250972A5991394CD44B33FC54187DD1E724

Consumer Behavior - Building Marketing Strategy (11th Ed) by Delbert Hawkins, David Mothersbaugh and Roger Best McGraw-Hill/Irwin | January 2009 | ISBN-10: 0073381101 | PDF | 832 pages | 29.3 mb 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. BRIEF CONTENTS Part One - Introduction 2 CHAPTER ONE Consumer Behavior and Marketing Strategy 5 Part Two - External Infl uences 36 CHAPTER TWO Cross-Cultural Variations in Consumer Behavior 39 CHAPTER THREE The Changing American Society: Values 81 CHAPTER FOUR The Changing American Society: Demographics and Social Stratifi cation 115 CHAPTER FIVE The Changing American Society: Subcultures 155 CHAPTER SIX The American Society: Families and Households 193 CHAPTER SEVEN Group Infl uences on Consumer Behavior 22 Part Three - Internal Infl uences 274 CHAPTER EIGHT Perception 277 CHAPTER NINE Learning, Memory, and Product Positioning 317 CHAPTER TEN Motivation, Personality, and Emotion 359 CHAPTER ELEVEN Attitudes and Infl uencing Attitudes 391 CHAPTER TWELVE Self-Concept and Lifestyle 427 Part Four - Consumer Decision Process 466 CHAPTER THIRTEEN Situational Infl uences 469 CHAPTER FOURTEEN Consumer Decision Process and Problem Recognition 495 CHAPTER FIFTEEN Information Search 517 CHAPTER SIXTEEN Alternative Evaluation and Selection 549 CHAPTER SEVENTEEN Outlet Selection and Purchase 581 CHAPTER EIGHTEEN Postpurchase Processes, Customer Satisfaction, and Customer Commitment 621 Part Five - Organizations as Consumers 664 CHAPTER NINETEEN Organizational Buyer Behavior 667 Part Six - Consumer Behavior and Marketing Regulation 696 CHAPTER TWENTY Marketing Regulation and Consumer Behavior 699 Appendix A Consumer Research Methods 727 Appendix B Consumer Behavior Audit 738 Photo Credits 745 Indexes 747

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consumer behavior building marketing strategy 11th ed gnv64

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