Consumer Behavior: Building Marketing Strategy (Int'l Ed)

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 – 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 Chapter 5 – The Changing American Society: Subcultures Chapter 6 – The American Society: Family and Households Chapter 7 – Group Influence on Consumer Behavior Part III – Internal Influences Chapter 8 – Perception Chapter 9 – Cross-cultural Variations in Consumer Behavior Chapter 10 – Motivation, Personality, and Emotion Chapter 11 – Attitudes and Influencing Attitudes Chapter 12 – Self-Concept and Lifestyle 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 V – Organizations as Consumers Chapter 19 – Organizational and Buyer Behavior Chapter 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.  Del’s 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 27 years. David’s teaching and research are in the areas of consumer behavior, advertising, services marketing, and marketing strategy. David has published some 25 reference 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. University Of Oregon