Consumer behavior : building marketing strategy /
Del I. Hawkins, David L. Mothersbaugh.
- 11 ed.
- Boston : McGraw Hill Irwin, c2010.
- xxii, 778 p. : il., grafs., fot. col., etc. + 1 CD-ROM (4 3/4 in.)
Includes bibliographical references, index, etc.
Pte. 1. Introduction -- Cap. 1. Consumer behavior and marketing strategy -- Pte. 2. External influences -- Cap. 2. Cross-cultural variations in consumer behavior -- 3. The changing american society: values -- 4. The changing american society: demographics and social stratification -- 5. The changing american society: subcultures -- 6. The american society: families and households -- 7. Group influences on consumer behavior -- Pte. 3. Internal influence -- Cap. 8. Perception -- 9. Learning, memory, and product positioning -- 10. Motivation, personality, and emotion -- 11. Attitudes and influencing attitudes -- 12. Self-concept and lifestayle -- Pte. 4. Comsumer decision process -- Cap. 13. Situational influences -- 14. Comsumer desicion process and problem recognition -- 15. Information search -- 16. Alternative evaluation and selection -- 17. Outlet selection and purchase -- 18.Postpurchase processes, customer satisfaction, and customer commitment -- Pte. 5. Organizations as consumers -- Cap. 19. Organizational buyer behavior -- Pte. 6. Consumer behavior and marketing regulation -- Cap. 20. Marketing regulation and consumer behavior.
Requerimientos del sistema para el CD-ROM acompañante: (PC) 200 MHz Procesador; 32 MB RAM; Windows 2000, XP, or NT 4.0, o posterior; unidad de CD-Rom de 8X; tarjeta de sonido; tarjeta graficadora VGA con un mínimo de 256 colores; resolución de 800 x 600. (Mac) Power-Macintosh; 128 MB RAM; OS X 10.2 y superior.
Disponible en la Colección General : Biblioteca Central.