Consumer Behavior: Building Marketing Strategy

by Delbert I. Hawkins

Consumer Behavior is a 4-color undergraduate (and graduate) consumer behavior text. The major purpose of the this text is to give students the knowledge and skills necessary to perform detailed consumer analysis in order to understand markets and develop effective marketing strategies.

Genres: Business, Textbooks

790 pages, Hardcover

Published January 1, 2007

About the author

University Of Oregon

Del I. Hawkins BBA, MBA, PhD

Del is C. H. Lundquist Professor of Marketing and Chair of the Marketing Department at the University of Oregon. He has served as Director of the MBA Program, Director of the Lundquist Center for Entrepreneurship, Director of the Oregon Executive MBA Program, Interim Director of the Museum of Art, and Associate and Acting Dean of the Lundquist College of Business at the University of Oregon. He has also taught at Southern Illinois University, Xiantan University (PRC), the Netherlands School of Business, in Boston University’s Overseas Program, Xiamen University (PRC), and the Institute for International Studies and Training in Japan.

Del has written a number of business cases and numerous journal articles as well as three widely used college textbooks.

Reviews

[Linda · Rating 2 out of 5]

130 more pages to go - dull reading - does not make me excited about marketing...might as well read a dictionary and memorize all the terminology.

[Madison · Rating 2 out of 5]

Read for class- definitely have read worse textbooks. I could tell a lot of effort went into trying to make it engaging.

[Mark · Rating 3 out of 5]

For a textbook, I thought this one was alright.

[Rizwan]

nothing

[David · Rating 5 out of 5]

A low level textbook for marketing studies, this book is an excellent primer to the basic concepts of consumer behaviour.