Consumer Behavior: Building Marketing Strategy ISE

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. class="EOP SCXW34903494 BCX8" data-ccp-props="{"201341983":0,"335559740":259}" < ="" body="">

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