Consumer Behavior with DDB LifeStyle Study Data Disk (Consumer Behavior: Building Marketing Strategy) - Hardcover

Hawkins, Delbert; Mothersbaugh, David

Hardcover

ISBN 10: 0077294106 ISBN 13: 9780077294106

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 Authors

Del I. Hawkins, Ph.D., is Emeritus Professor of Marketing at the University of Oregon.  Del is a specialist in the areas of marketing strategy, entrepreneurship, and consumer behavior. He has been involved extensively in global executive management training, has taught extensively around the world including Japan, Germany, and Grenada, and has won the outstanding MBA teaching award at Oregon several times.  Dels research has been published in many prestigious marketing journals and he authored two other textbooks in marketing research and research methods. Del has served in many high-level administrative roles at Oregon including Associate and Acting Dean of the Lundquist College of Business at the University of Oregon.

David L. Mothersbaugh, Ph.D., is Professor and Robert C. Morrow Faculty Fellow at The University of Alabama, where he has served as a faculty member or administrator for 24 years.  David 's teaching and research are in the areas of consumer behavior, advertising, services marketing, and marketing strategy.  David has published some 25 refereed journal articles and conference proceedings, has won a number of research excellence awards, and has served on 17 dissertation committees. His teaching has earned him numerous awards at the undergraduate and executive education level.  He is currently the Associate Dean for Undergraduate and International Programs at the Culverhouse College of Business where he oversees the development and deployment of various student engagement and success initiatives focusing on high-impact practices.  David's prior administrative roles at UA have also involved student-focused program development and include Marketing Department Head, Acting Director of Global Business, and Founding Director of the UA Services Marketing Program.

Edition details

• Publisher: McGraw-Hill Education
• Publication date: 2009
• Language: English
• ISBN 10: 0077294106
• ISBN 13: 9780077294106
• Binding: Hardcover
• Number of pages: 778