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Consumer Behavior:Building Marketing Strategy(14版)

Consumer

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訂購需時10-14天
9781260566482
David L. Mothersbaugh,Del I. Hawkins,Susan Bardi Kleiser
華泰文化
2019年12月10日
447.00  元
HK$ 424.65  






ISBN:9781260566482
  • 規格:平裝 / 814頁 / 20.2 x 25.3 x 2.5 cm / 普通級 / 全彩印刷 / 14版
  • 出版地:台灣


  • 專業/教科書/政府出版品 > 管理類 > 行銷 > 消費者行為











      Consumer Behavior: Building Marketing Strategy builds on theory to provide students with a usable,strategic understanding of consumer behavior that acknowledges recent changes in internet, mobile and social media marketing, ethnic subcultures, internal and external influences, global marketing environments, and other emerging trends.Updated with strategy-based examples from an author team with a deep understanding of each principles business applications, the fourteenth edition contains current and classic examples of both text and visual advertisements throughout to engage students and bring the material to life. Topics such as ethics and social issues in marketing as well as consumer insights are integrated throughout the text and cases. The 14th edition of Mothersbaugh / Hawkins is tech-forward in both format and content, featuring the addition of Connect with SmartBook 2.0.


     





    PART I: INTRODUCTION

    Ch 1 Consumer Behavior and Marketing Strategy



    PART II: EXTERNAL INFLUENCES

    Ch 2 Cross-Cultural Variations in Consumer Behavior

    Ch 3 The Changing American Society: Values

    Ch 4 The Changing American Society: Demographics and Social Stratification

    Ch 5 The Changing American Society: Subcultures

    Ch 6 The American Society: Families and Households

    Ch 7 Group Influence on Consumer Behavior



    PART III: INTERNAL INFLUENCES

    Ch 8 Perception

    Ch 9 Learning, Memory, and Product Positioning

    Ch10 Motivation, Personality, and Emotion

    Ch11 Attitudes and Influencing Attitudes

    Ch12 Self-Concept and Lifestyle



    PART IV: CONSUMER DECISION PROCESS

    Ch13 Situational Influences

    Ch14 Consumer Decision Process and Problem Recognition

    Ch15 Information Search

    Ch16 Alternative Evaluation and Selection

    Ch17 Outlet Selection and Purchase

    Ch18 Postpurchase Processes, Customer

    Satisfaction, and Customer Commitment



    PART V: ORGANIZATIONS AS CONSUMERS

    Ch19 Organizational Buyer Behavior



    PART VI: CONSUMER BEHAVIOR AND MARKETING REGULATION

    Ch20 Marketing Regulation and Consumer Behavior




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