Description
Consumer Behavior: Building Marketing Strategy 13th Edition
by David Mothersbaugh (Author), Delbert Hawkins (Author) EBOOK PDF Instant Download
Table of Content
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
