(eBook PDF) Consumer Behavior: Building Marketing Strategy 14th Edition – Digital Ebook – Instant Delivery Download

Product details:

• ISBN-10 ‏ : ‎ 1260100049
• ISBN-13 ‏ : ‎ 978-1260100044
• Author: David L. Mothersbaugh, Ph.D.

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.

Table of contents:

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

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