Hawkins D., Mothersbaugh D. Consumer Behaviour: Building Marketing Strategy

NY. McGraw-Hill/Irwin, NY - 2010, 658 pages, 11th edition
ISBN: 978-0-07-338110-7.The book offers balanced coverage of consumer behavior including the psychological, social, and managerial implications. The new edition features current and exciting examples that are tied into global and technology consumer behavior issues and trends, a solid foundation in marketing strategy, integrated coverage of ethical/social issues and outlines the consumer decision process. This text is known for its ability to link topics back to marketing decision-making and strategic planning which gives students the foundation to be better consumers and better marketers.External Influences
Cross-Cultural Variations in Consumer Behavior
The Changing American Society: Values
The Changing American Society: Demographics and Social Stratification
The Changing American Society: Subcultures
The American Society: Families and Households
Group Influences on Consumer Behavior
Cases 2-1 through 2-9
Internal Influences
Perception
Learning, Memory, and Product Positioning
Motivation, Personality, and Emotion
Attitudes and Influencing Attitudes
Self-Concept and Lifestyle
Cases 3-1 through 3-9Consumer Decision Process
Situational Influences
Consumer Decision Process and Problem Recognition
Information Search
Alternative Evaluation and Selection
Outlet Selection and Purchase
Postpurchase Processes, Customer Satisfaction, and Customer Commitment
Cases 4-1 through 4-7Organizations as Consumers
Organizational Buyer Behavior