Consumer Behavior: Building Marketing Strategy ISE by Mothersbaugh, David

Description: 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

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