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

Name: Consumer Behavior: Building Marketing Strategy, 15/e (Paperback)
Price: 1691 TWD
Availability: OnlineOnly
Author: David L. Mothersbaugh,Susan Bardi Kleiser,Del I. Hawkins
ISBN: 1266114769

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

出版商: McGraw-Hill Education
出版日期: 2023-01-01
定價: $1,780
售價: 9.5 折 $1,691
語言: 英文
頁數: 824
ISBN: 1266114769
ISBN-13: 9781266114762
相關分類: 行銷/網路行銷 Marketing

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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，承認了互聯網、移動和社交媒體行銷、種族次文化、內部和外部影響、全球行銷環境和其他新興趨勢的最新變化。第十四版更新了作者團隊對每個原則業務應用的深刻理解，全書中包含了當代和經典的文字和視覺廣告範例，以吸引學生並使材料生動起來。倫理和社會問題在行銷中以及消費者洞察力等主題貫穿於全書和案例中。Mothersbaugh/Hawkins的第15版在格式和內容上都是面向技術的，具有Connect with SmartBook 2.0的功能。

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：奧勒岡大學

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