Description

Book Synopsis
Consumer Behavior: Building Marketing Strategy builds on theory to provide students with a usable, strategic understanding of consumer behavior that acknowledges recent changes in internet, mobile and social media marketing, ethnic subcultures, internal and external influences, global marketing environments, and other emerging trends. Updated with strategy-based examples from an author team with a deep understanding of each principle''s business applications, the fourteenth edition contains current and classic examples of both text and visual advertisements throughout to engage students and bring the material to life. Topics such as ethics and social issues in marketing as well as consumer insights are integrated throughout the text and cases.  The 15th edition of Mothersbaugh/Hawkins is tech-forward in both format and content, featuring the Connect with SmartBook 2.0. 
Table of Contents

PART ONE: INTRODUCTION

Chapter 1: Consumer Behavior and Marketing Strategy


PART TWO: EXTERNAL INFLUENCES

Chapter Two: Cross-Cultural Variations in Consumer Behavior

Chapter Three: The Changing American Society: Values

Chapter Four: The Changing American Society: Demographics and Social Stratification

Chapter Five: The Changing American Society: Subcultures

Chapter Six: The American Society: Families and Households

Chapter Seven: Group Influences on Consumer Behavior

Part Two Cases: Cases 2–1 through 2–8


PART THREE: INTERNAL INFLUENCES

Chapter Eight: Perception

Chapter Nine: Learning, Memory, and Product Positioning

Chapter Ten: Motivation, Personality, and Emotion

Chapter Eleven: Attitudes and Influencing Attitudes

Chapter Twelve: Self-Concept and Lifestyle

Part Three Cases: Cases 3–1 through 3–9


PART FOUR: CONSUMER DECISION PROCESS

Chapter Thirteen: Situational Influences

Chapter Fourteen: Consumer Decision Process and Problem Recognition

Chapter Fifteen: Information Search

Chapter Sixteen: Alternative Evaluation and Selection

Chapter Seventeen: Outlet Selection and Purchase

Chapter Eighteen: Post Purchase Processes, Customer Satisfaction, and Customer Commitment

Part Four Cases: Cases 4–1 through 4–8


PART FIVE: ORGANIZATIONS AS CONSUMERS

Chapter Nineteen: Organizational Buyer Behavior

Part Five Cases: Cases 5–1 and 5–2


PART SIX: COSUMER BEHAVIOR AND MARKETING REGULATION

Chapter Twenty: Marketing Regulation and Consumer Behavior

Part Six Cases: Cases 6–1 and 6–2


APPENDIX A: Consumer Research Methods

APPENDIX B: Consumer Behavior Audit


Consumer Behavior Building Marketing Strategy ISE

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    A Paperback / softback by David Mothersbaugh, Roger Best, Susan Bardi Kleiser

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      View other formats and editions of Consumer Behavior Building Marketing Strategy ISE by David Mothersbaugh

      Publisher: McGraw-Hill Education
      Publication Date: 06/03/2023
      ISBN13: 9781266114762, 978-1266114762
      ISBN10: 1266114769
      Also in:
      Business, Finance & Law Business and Management

      Description

      Book Synopsis
      Consumer Behavior: Building Marketing Strategy builds on theory to provide students with a usable, strategic understanding of consumer behavior that acknowledges recent changes in internet, mobile and social media marketing, ethnic subcultures, internal and external influences, global marketing environments, and other emerging trends. Updated with strategy-based examples from an author team with a deep understanding of each principle''s business applications, the fourteenth edition contains current and classic examples of both text and visual advertisements throughout to engage students and bring the material to life. Topics such as ethics and social issues in marketing as well as consumer insights are integrated throughout the text and cases.  The 15th edition of Mothersbaugh/Hawkins is tech-forward in both format and content, featuring the Connect with SmartBook 2.0. 
      Table of Contents

      PART ONE: INTRODUCTION

      Chapter 1: Consumer Behavior and Marketing Strategy


      PART TWO: EXTERNAL INFLUENCES

      Chapter Two: Cross-Cultural Variations in Consumer Behavior

      Chapter Three: The Changing American Society: Values

      Chapter Four: The Changing American Society: Demographics and Social Stratification

      Chapter Five: The Changing American Society: Subcultures

      Chapter Six: The American Society: Families and Households

      Chapter Seven: Group Influences on Consumer Behavior

      Part Two Cases: Cases 2–1 through 2–8


      PART THREE: INTERNAL INFLUENCES

      Chapter Eight: Perception

      Chapter Nine: Learning, Memory, and Product Positioning

      Chapter Ten: Motivation, Personality, and Emotion

      Chapter Eleven: Attitudes and Influencing Attitudes

      Chapter Twelve: Self-Concept and Lifestyle

      Part Three Cases: Cases 3–1 through 3–9


      PART FOUR: CONSUMER DECISION PROCESS

      Chapter Thirteen: Situational Influences

      Chapter Fourteen: Consumer Decision Process and Problem Recognition

      Chapter Fifteen: Information Search

      Chapter Sixteen: Alternative Evaluation and Selection

      Chapter Seventeen: Outlet Selection and Purchase

      Chapter Eighteen: Post Purchase Processes, Customer Satisfaction, and Customer Commitment

      Part Four Cases: Cases 4–1 through 4–8


      PART FIVE: ORGANIZATIONS AS CONSUMERS

      Chapter Nineteen: Organizational Buyer Behavior

      Part Five Cases: Cases 5–1 and 5–2


      PART SIX: COSUMER BEHAVIOR AND MARKETING REGULATION

      Chapter Twenty: 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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