Consumer Behavior: Building Marketing Strategy - Hardcover

Hawkins, Delbert; Mothersbaugh, David; Best, Roger

Hardcover

ISBN 10: 0073530042 ISBN 13: 9780073530048

Publisher: McGraw-Hill Education, 2012

Synopsis

Consumer Behavior: Building Marketing Strategy 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.

About this title

About the Authors

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.

David L. Mothersbaugh, Ph.D., is Professor andRobert C. Morrow Faculty Fellow at The University of Alabama, where he hasserved as a faculty member or administrator for 24 years.  David'steaching and research are in the areas of consumer behavior, advertising,services marketing, and marketing strategy.  David has published some 25refereed journal articles and conference proceedings, has won a number ofresearch excellence awards, and has served on 17 dissertation committees. His teaching has earned him numerous awards at the undergraduate and executiveeducation level.  He is currently the Associate Dean for Undergraduate andInternational Programs at the Culverhouse College of Business where he overseesthe development and deployment of various student engagement and successinitiatives focusing on high-impact practices.  David's prioradministrative roles at UA have also involved student-focused programdevelopment and include Marketing Department Head, Acting Director of Global Business,and Founding Director of the UA Services Marketing Program. Del I. Hawkins, Ph.D., is Emeritus Professor ofMarketing at the University of Oregon.  Del is a specialist in the areasof marketing strategy, entrepreneurship, and consumer behavior. He has beeninvolved extensively in global executive management training, has taughtextensively around the world including Japan, Germany, and Grenada, and has wonthe outstanding MBA teaching award at Oregon several times.  Delsresearch has been published in many prestigious marketing journals and heauthored two other textbooks in marketing research and research methods. Del has served in many high-level administrative roles at Oregon includingAssociate and Acting Dean of the Lundquist College of Business at theUniversity of Oregon. Susan Bardi Kleiser, Ph.D., is Professor ofProfessional Practice in Marketing at Texas Christian University, where she hasserved as a faculty member for 14 years.   Susans teachingand research interests include consumer decision making, marketing research andanalytics, product and brand management, ethics and social media, as well as internationalmarketing.   Her research has beenpublished in numerous scholarly journals and conference proceedings inmarketing, business and psychology. Susans teaching portfolio, for which shehas won a top teaching award, encompasses a wide variety of courses including internationalexperiences in Europe and thesis advising.   Susan has led and served on many committeesfor TCU and the Neeley School of Business, and actively serves in the communityat large.

University Of Oregon

Edition details

• Publisher: McGraw-Hill Education
• Publication date: 2012
• Language: English
• ISBN 10: 0073530042
• ISBN 13: 9780073530048
• Binding: Hardcover
• Number of pages: 832