Consumer Behavior with DDB LifeStyle Study Data Disk

Hawkins, Delbert; Mothersbaugh, David; Best, Roger

ISBN 10: 0071288414 ISBN 13: 9780071288415

Publisher: McGraw-Hill Education, 2009

Synopsis

This book is a strategic look at consumer behavior in order to guide successful marketing activities. The Wheel of Consumer Analysis is the organizing factor in the book. The four major parts of the wheel are consumer affect and cognition, consumer behavior, consumer environment, and marketing strategy. Each of these components is the topic of one of the four major sections in the book.

About this title

About the Author

Del I. Hawkins BBA, MBA, PhDDel is C. H. Lundquist Professor of Marketing and Chair of the Marketing Department at the University of Oregon. He has served as Director of the MBA Program, Director of the Lundquist Center for Entrepreneurship, Director of the Oregon Executive MBA Program, Interim Director of the Museum of Art, and Associate and Acting Dean of the Lundquist College of Business at the University of Oregon. He has also taught at Southern Illinois University, Xiantan University (PRC), the Netherlands School of Business, in Boston Universitys Overseas Program, Xiamen University (PRC), and the Institute for International Studies and Training in Japan.Del has written a number of business cases and numerous journal articles as well as three widely used college textbooks.

Edition details

• Publisher: McGraw-Hill Education
• Publication date: 2009
• ISBN 10: 0071288414
• ISBN 13: 9780071288415
• Binding: Audio CD
• Language: English
• Number of pages: 778