Consumer Behavior: Building Marketing Strategy, 15/e (Paperback)
暫譯: 消費者行為：建立行銷策略，第15版（平裝本）

David L. Mothersbaugh,Susan Bardi Kleiser,Del I. Hawkins

Consumer Behavior: Building Marketing Strategy, 15/e (Paperback)

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商品描述

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 15th edition of Mothersbaugh/Hawkins is tech-forward in both format and content, featuring the Connect with SmartBook 2.0.

商品描述(中文翻譯)

消費者行為：建立行銷策略基於理論，為學生提供可用的、戰略性的消費者行為理解，並承認近期在網路、行動和社交媒體行銷、族裔次文化、內部和外部影響、全球行銷環境及其他新興趨勢方面的變化。第十四版更新了基於策略的範例，作者團隊對每個原則的商業應用有深入的理解，書中包含當前和經典的文本及視覺廣告範例，以吸引學生並使材料生動化。行銷中的倫理和社會議題以及消費者洞察等主題貫穿於文本和案例中。Mothersbaugh/Hawkins的第十五版在格式和內容上都具有前瞻性，並配備了SmartBook 2.0的連結功能。

作者簡介

作者：David L. Mothersbaugh
現職：University of Alabama

作者：Susan Bardi Kleiser
現職：University of Notre Dame

作者：Del I. Hawkins
現職：University of Oregon

作者簡介(中文翻譯)

作者：David L. Mothersbaugh
現職：阿拉巴馬大學

作者：Susan Bardi Kleiser
現職：聖母大學

作者：Del I. Hawkins
現職：俄勒岡大學

目錄大綱

PART I: INTRODUCTION
Ch 1 Consumer Behavior and Marketing Strategy

PART II: EXTERNAL INFLUENCES
Ch 2 Cross-Cultural Variations in Consumer Behavior
Ch 3 The Changing American Society: Values
Ch 4 The Changing American Society: Demographics and Social Stratification
Ch 5 The Changing American Society: Subcultures
Ch 6 The American Society: Families and Households
Ch 7 Group Influence on Consumer Behavior

PART III: INTERNAL INFLUENCES
Ch 8 Perception
Ch 9 Learning, Memory, and Product Positioning
Ch10 Motivation, Personality, and Emotion
Ch11 Attitudes and Influencing Attitudes
Ch12 Self-Concept and Lifestyle

PART IV: CONSUMER DECISION PROCESS
Ch13 Situational Influences
Ch14 Consumer Decision Process and Problem Recognition
Ch15 Information Search
Ch16 Alternative Evaluation and Selection
Ch17 Outlet Selection and Purchase
Ch18 Postpurchase Processes, Customer
Satisfaction, and Customer Commitment

PART V: ORGANIZATIONS AS CONSUMERS
Ch19 Organizational Buyer Behavior

PART VI: CONSUMER BEHAVIOR AND MARKETING REGULATION
Ch20 Marketing Regulation and Consumer Behavior

目錄大綱(中文翻譯)

PART I: INTRODUCTION

Ch 1 Consumer Behavior and Marketing Strategy



PART II: EXTERNAL INFLUENCES

Ch 2 Cross-Cultural Variations in Consumer Behavior

Ch 3 The Changing American Society: Values

Ch 4 The Changing American Society: Demographics and Social Stratification

Ch 5 The Changing American Society: Subcultures

Ch 6 The American Society: Families and Households

Ch 7 Group Influence on Consumer Behavior



PART III: INTERNAL INFLUENCES

Ch 8 Perception

Ch 9 Learning, Memory, and Product Positioning

Ch10 Motivation, Personality, and Emotion

Ch11 Attitudes and Influencing Attitudes

Ch12 Self-Concept and Lifestyle



PART IV: CONSUMER DECISION PROCESS

Ch13 Situational Influences

Ch14 Consumer Decision Process and Problem Recognition

Ch15 Information Search

Ch16 Alternative Evaluation and Selection

Ch17 Outlet Selection and Purchase

Ch18 Postpurchase Processes, Customer

Satisfaction, and Customer Commitment



PART V: ORGANIZATIONS AS CONSUMERS

Ch19 Organizational Buyer Behavior



PART VI: CONSUMER BEHAVIOR AND MARKETING REGULATION

Ch20 Marketing Regulation and Consumer Behavior

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