Consumer behavior: building marketing strategy

By:

Hawkins, Del I

Contributor(s):

Material type: Text

TextPublication details: New Delhi McGraw Hill Education (India) Pvt. Ltd. 2013Edition: 11thDescription: xxix, 866 pISBN:

9780070682160

Subject(s):

DDC classification:

658.8342 HAW

Summary: This edition of Consumer Behavior: Building Marketing Strategy continues its emphasis on marketing strategies influenced by culture, values, demography, and society. The primary purpose of this text is to provide students with a usable, managerial understanding of consumer behavior. The book is based on the belief that knowledge of the factors that influence consumer behavior can, with practice, be used to develop sound marketing strategy. Updated with strategy-based examples throughout and an integration of ethics and consumer insights in the text and cases, this text provides updated sneak-peak into the subject area. Key Features • New! Sections on generation alpha, showrooming, webrooming, government regulations and online marketing to children, etc. • New! Multiple global examples including many on India and other countries woven into the text • New! Fourteen section-end cases on prominent global organizations such as IKEA, United Airlines, Nissan, McDonald’s, etc. • New! Nine consumer insights on topics such as glocalization, segmentation of Gen Y market, online marketing, etc. • Updated tables, charts, and data across the chapters with Indian context and cases infused (https://www.mheducation.co.in/consumer-behavior-building-marketing-strategy-9789355321503-india)

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	658.8342 HAW (Browse shelf(Opens below))	1	Available		G00531

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Table of content:
Part 1
Introduction
Chapter1- Consumer Behavior and Marketing

Part 2
External Influences
Chapter 2- Cross-Cultural Variations in Consumer Behavior
Chapter 3- The Changing Society: Values
Chapter 4- The Changing Society: Demographics and Social Stratification
Chapter 5- The Changing Society: Subcultures
Chapter 6- The Society: Families and Households
Chapter 7- Group Influences on Consumer Behavior
Part Two Cases: Cases 2–1 through 2–8

Part 3
Internal Influences
Chapter 8- Perception
Chapter 9- Learning, Memory, and Product Positioning
Chapter 10- Motivation, Personality, and Emotion
Chapter 11- Attitudes and Influencing Attitudes
Chapter 12- Self-Concept and Lifestyle
Part Three Cases Cases 3–1 through 3–9

Part 4
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- Postpurchase Processes, Customer Satisfaction, and Customer Commitment
Part Four Cases: Cases 4–1 through 4–8

Part 5
Organizations as Consumers
Chapter 19- Organizational Buyer Behavior
Part Five Cases: Cases 5–1 and 5–2

Part 6
Consumer Behavior and Marketing Regulation
Chapter 20- Marketing Regulation and Consumer Behavior

Appendix A Consumer Research Methods

Appendix B Consumer Behavior Audit
[https://www.mheducation.co.in/consumer-behavior-building-marketing-strategy-9789355321503-india]

This edition of Consumer Behavior: Building Marketing Strategy continues its emphasis on marketing strategies influenced by culture, values, demography, and society. The primary purpose of this text is to provide students with a usable, managerial understanding of consumer behavior. The book is based on the belief that knowledge of the factors that influence consumer behavior can, with practice, be used to develop sound marketing strategy. Updated with strategy-based examples throughout and an integration of ethics and consumer insights in the text and cases, this text provides updated sneak-peak into the subject area.

Key Features
• New! Sections on generation alpha, showrooming, webrooming, government regulations and online marketing to children, etc.
• New! Multiple global examples including many on India and other countries woven into the text
• New! Fourteen section-end cases on prominent global organizations such as IKEA, United Airlines, Nissan, McDonald’s, etc.
• New! Nine consumer insights on topics such as glocalization, segmentation of Gen Y market, online marketing, etc.
• Updated tables, charts, and data across the chapters with Indian context and cases infused
(https://www.mheducation.co.in/consumer-behavior-building-marketing-strategy-9789355321503-india)

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