Consumer Behavior: Building Marketing Strategy, Eleventh Edition

Hawkins, Del I.; Mothersbaugh, David L.;

ISBN 10: 0077294106 / ISBN 13: 9780077294106

Published by McGraw Hill Irwin, New York, New York, U.S.A., 2010

About this Item

CD Included. Good Condition. Moderate wear. Binding fairly tight, pages clean. Pictures available upon request. Seller Inventory # 037433

Bibliographic Details

Title: Consumer Behavior: Building Marketing ...

Publisher: McGraw Hill Irwin, New York, New York, U.S.A.

Publication Date: 2010

Binding: Hardcover

Condition: Good

About this title

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 the Author:

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.