Consumer Behavior: Building Marketing Strategy https://www.mheducation.com/cover-images/Jpeg_400-high/1260100049.jpeg 14 9781260100044 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 14th edition of Mothersbaugh / Hawkins is tech-forward in both format and content, featuring the addition of Connect with SmartBook 2.0.
Consumer Behavior: Building Marketing Strategy

Consumer Behavior: Building Marketing Strategy

14th Edition
By David Mothersbaugh and Delbert Hawkins and Susan Bardi Kleiser
ISBN10: 1260100049
ISBN13: 9781260100044
Copyright: 2020
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Program Details

CHAPTER ONE: Consumer Behavior and Marketing Strategy
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:  Subculture
CHAPTER SIX: The American Society: Families and Households
CHAPTER SEVEN: Group Influences on Consumer  Behavior
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
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

About the Author

David Mothersbaugh

David L. Mothersbaugh, Ph.D., is Professor and Robert C. Morrow Faculty Fellow at The University of Alabama, where he has served as a faculty member or administrator for 24 years.  David 's teaching and research are in the areas of consumer behavior, advertising, services marketing, and marketing strategy.  David has published some 25 refereed journal articles and conference proceedings, has won a number of research excellence awards, and has served on 17 dissertation committees. His teaching has earned him numerous awards at the undergraduate and executive education level.  He is currently the Associate Dean for Undergraduate and International Programs at the Culverhouse College of Business where he oversees the development and deployment of various student engagement and success initiatives focusing on high-impact practices.  David's prior administrative roles at UA have also involved student-focused program development and include Marketing Department Head, Acting Director of Global Business, and Founding Director of the UA Services Marketing Program.


Delbert Hawkins

Del I. Hawkins, Ph.D., is Emeritus Professor of Marketing at the University of Oregon.  Del is a specialist in the areas of marketing strategy, entrepreneurship, and consumer behavior. He has been involved extensively in global executive management training, has taught extensively around the world including Japan, Germany, and Grenada, and has won the outstanding MBA teaching award at Oregon several times.  Del’s research has been published in many prestigious marketing journals and he authored two other textbooks in marketing research and research methods. Del has served in many high-level administrative roles at Oregon including Associate and Acting Dean of the Lundquist College of Business at the University of Oregon.


Susan Bardi Kleiser

Susan Bardi Kleiser, Ph.D., is Professor of Professional Practice in Marketing at Texas Christian University, where she has served as a faculty member for 14 years. Susan’s teaching and research interests include consumer decision making, marketing research and analytics, product and brand management, ethics and social media, as well as international marketing.  Her research has been published in numerous scholarly journals and conference proceedings in marketing, business and psychology. Susan’s teaching portfolio, for which she has won a top teaching award, encompasses a wide variety of courses including international experiences in Europe and thesis advising.  Susan has led and served on many committees for TCU and the Neeley School of Business, and actively serves in the community at large.

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