Consumer Behavior: Building Marketing Strategyprovides students with a usable, strategic understanding of consumer behavior. The authors believe that knowledge of the factors that influence consumer behavior can, with practice, be used to develop sound marketing strategy. As a consequence, the text integrates theory, strategy-based examples, and application.
Table of Contents
Table of Contents
Part I � Introduction
Chapter 1 � Introduction
Part II � External Influences
Chapter 2 � Cross-cultural Variations in Consumer Behavior
Chapter 3 � The Changing American Society: Values
Chapter 4 � The Changing American Society: Demographics
Chapter 5 � The Changing American Society: Subcultures
Chapter 6 � The American Society: Family and Households
Chapter 7 � Group Influence on Consumer Behavior
Part III � Internal Influences
Chapter 8 � Perception
Chapter 9 � Cross-cultural Variations in Consumer Behavior
Chapter 10 � Motivation, Personality, and Emotion
Chapter 11 � Attitudes and Influencing Attitudes
Chapter 12 � Self-Concept and Lifestyle
Part IV � 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 � Post-Purchase Processes, Customer Satisfaction, and Customer Commitment
Part V � Organizations as Consumers
Chapter 19 � Organizational and Buyer Behavior
Chapter 20 � Marketing Regulation and Consumer Behavior
