Consumer Behavior with DDB LifeStyle Study Data Disk

by Delbert I. Hawkins, Roger J. Best, David L. Mothersbaugh

This text is designed to provide usable managerial understanding of consumer behaviour. It is the most current, relevant, and balanced presentation of the subject matter in the context of building marketing strategy. It presents a comprehensive description of various concepts and theories useful for understanding consumer behaviour and illustrates with the help of examples, how these concepts are used in the development of such strategy. About Author: Del HawkinsUniversity Of OregonAmit MookerjeeIndian Institute of Management ,Lucknow Table Of Contents: Part One: Introduction1. Consumer Behavior and Marketing StrategyPart Two: External Influences2. Cross-Cultural Variations in Consumer Behavior3. The Changing Society: Values4. The Changing Society: Demographics and Social Stratification5. The Changing Society: Subcultures6. The Society: Families and Households7. Group Influences on Consumer BehaviorPart Three: Internal Influences8. Perception9. Learning, Memory, and Product Positioning10. Motivation, Personality, and Emotion11. Attitudes and Influencing Attitudes12. Self-Concept and LifestylePart Four: Consumer Decision Process13. Situational Influences14. Consumer Decision Process and Problem Recognition15. Information Search16. Alternative Evaluation and Selection17. Outlet Selection and Purchase18. Post purchase Processes, Customer Satisfaction, and Customer CommitmentPart Five: Organizations as Consumers19. Organizational Buyer BehaviorPart Six: Consumer Behavior and Marketing Regulation20. Marketing Regulation and Consumer Behavior Special Features: Updated chapters having important emerging trends and concepts such as internet and technology More than half of the ?Opening Vignettes? and ?Consumer Insights? are new or substantially revised Application of consumer behavior concepts and theories to marketing problems Discussion on marketing to ethnic sub-cultures Multiple global examples along with use of data and examples from Indian context 35 cases- 31 cases

Genres: Business, Textbooks

778 pages, Hardcover

Published January 27, 2009

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.