MP Consumer Behavior with DDB Data Disk

Consumer Behavior: Building Marketing Strategy provides students with a usable, strategic understanding of consumer behavior. The authors believe that knowledge of the factors that influence consumer behavior can, with practice, be used to develop sound marketing strategy. As a consequence, the text integrates theory, strategy-based examples, and application.

Table of Contents:
Part I – IntroductionChapter 1 – IntroductionPart II – External InfluencesChapter 2 – Cross-cultural Variations in Consumer BehaviorChapter 3 – The Changing American Society: ValuesChapter 4 – The Changing American Society: DemographicsChapter 5 – The Changing American Society: Subcultures Chapter 6 – The American Society: Family and HouseholdsChapter 7 – Group Influence on Consumer BehaviorPart III – Internal InfluencesChapter 8 – PerceptionChapter 9 – Cross-cultural Variations in Consumer BehaviorChapter 10 – Motivation, Personality, and EmotionChapter 11 – Attitudes and Influencing AttitudesChapter 12 – Self-Concept and LifestylePart IV – Consumer Decision ProcessChapter 13 – Situational InfluencesChapter 14 – Consumer Decision Process and Problem RecognitionChapter 15 – Information SearchChapter 16 – Alternative Evaluation and SelectionChapter 17 – Outlet Selection and PurchaseChapter 18 – Post-Purchase Processes, Customer Satisfaction, and Customer CommitmentPart V – Organizations as ConsumersChapter 19 – Organizational and Buyer BehaviorChapter 20 – Marketing Regulation and Consumer Behavior

About the Author :
Del I. Hawkins, Ph.D., is Emeritus Professor of Marketing at the University of Oregon.  Del is a specialist in the areas of marketing strategy, entrepreneurship, and consumer behavior. He has been involved extensively in global executive management training, has taught extensively around the world including Japan, Germany, and Grenada, and has won the outstanding MBA teaching award at Oregon several times.  Dels research has been published in many prestigious marketing journals and he authored two other textbooks in marketing research and research methods. Del has served in many high-level administrative roles at Oregon including Associate and Acting Dean of the Lundquist College of Business at the University of Oregon. David L. Mothersbaugh, Ph.D., is Professor and Robert C. Morrow Faculty Fellow at The University of Alabama, where he has served as a faculty member or administrator for 24 years.  David 's teaching and research are in the areas of consumer behavior, advertising, services marketing, and marketing strategy.  David has published some 25 refereed journal articles and conference proceedings, has won a number of research excellence awards, and has served on 17 dissertation committees. His teaching has earned him numerous awards at the undergraduate and executive education level.  He is currently the Associate Dean for Undergraduate and International Programs at the Culverhouse College of Business where he oversees the development and deployment of various student engagement and success initiatives focusing on high-impact practices.  David's prior administrative roles at UA have also involved student-focused program development and include Marketing Department Head, Acting Director of Global Business, and Founding Director of the UA Services Marketing Program.