TY  - BOOK
AU  - Hawkins,Del I.
AU  - Mothersbaugh,David L.
TI  - Consumer behavior: building marketing strategy 
SN  - 9780073381107
U1  - 658.8342 22 ed.
PY  - 2010///
CY  - Boston
PB  - McGraw Hill Irwin
KW  - Comportamiento del Consumidor
KW  - Consumer Behavior
KW  - Market Surveys
KW  - United States
KW  - Case Studies
N1  - 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
ER  -