Consumer Behavior: Building Marketing Strategy 12th Edition

Consumer Behavior: Building Marketing Strategy 12th Edition by Delbert Hawkins, David Mothersbaugh and Roger Best provides students with a usable, strategic understanding of consumer behavior. The authors believe that knowledge of the factors that influence consumer behavior can, with practice, be used to develop sound marketing strategy. As a consequence, the text integrates theory, strategy-based examples, and application.

This book has 9 new market segmentation schemes ranging from green marketing to technology to global luxury. This is an addition to the four segmentation schemes that were part of the 11th Edition. Authors have added Learning Objectives to all chapters and associated learning and teaching aid. Each chapter starts with a set of learning objectives linked to key learning outcomes which are then integrated throughout the text and in other learning and teaching resources.

There are 30 new global examples, as well as a new segmentation scheme for African Americans, examination of the newest generation of American consumer, entirely new sections on mobile search and shopping, and coverage of social and regulatory issues throughout the text and more specifically in Chapter 20.

Bound into every new copy of this text is an updated set of data from DDB Worldwide, a leading advertising agency. The disk contains a portion of the data from questionnaires given to 3,300 consumers on attitude, activity, interest, opinion, and behavior items that relate to consumers, their consumption, and their lifestyles. The data on the disk is presented in spreadsheet format in the form of cross-tabulations at an aggregate level with the cell values being percentages.

Each chapter begins with interesting and practical examples that introduce the material in the chapter. These involve situations in which businesses, government units, or nonprofit organizations have used or misused consumer behavior principles. Consumer Insights boxed item, found in every chapter, presents an interesting example and asks the students to think critically. It is an opportunity for the students to see consumer behavior theories come to life.

The final learning aid at the end of each chapter is a set of application exercises. These require the students to utilize the material in the chapter in conjunction with external activities such as visiting stores to observe point-of purchase displays, interviewing customers or managers, or evaluating television ads. They range in complexity from short assignments to term projects.

Book Details

Hardcover: 832 pages
Publisher: McGraw-Hill/Irwin; 12 edition (February 24, 2012)
Language: English
ISBN-10: 0073530042
ISBN-13: 978-0073530048

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