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Consumer Behavior: Building Marketing Strategy ISE

15th Edition
1266479325 · 9781266479328
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, inter… Read More
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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 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.