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Consumer Behavior: Building Marketing Strategy, 12th Edition, by Delbert Hawkins, David Mothersbaugh
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Consumer Behavior: Building Marketing Strategy provides students with a usable, strategic understanding of consumer behavior. The authors believe that knowledge of the factors that influence consumer behavior can, with practice, be used to develop sound marketing strategy. As a consequence, the text integrates theory, strategy-based examples, and application.
- Sales Rank: #37326 in Books
- Brand: Brand: McGraw-Hill/Irwin
- Published on: 2012-02-24
- Original language: English
- Number of items: 1
- Dimensions: 9.90" h x 1.30" w x 8.70" l, 3.60 pounds
- Binding: Hardcover
- 772 pages
- Used Book in Good Condition
About the Author
Del I. Hawkins BBA, MBA, PhD
Del is C. H. Lundquist Professor of Marketing and Chair of the Marketing Department at the University of Oregon. He has served as Director of the MBA Program, Director of the Lundquist Center for Entrepreneurship, Director of the Oregon Executive MBA Program, Interim Director of the Museum of Art, and Associate and Acting Dean of the Lundquist College of Business at the University of Oregon. He has also taught at Southern Illinois University, Xiantan University (PRC), the Netherlands School of Business, in Boston University’s Overseas Program, Xiamen University (PRC), and the Institute for International Studies and Training in Japan.
Del has written a number of business cases and numerous journal articles as well as three widely used college textbooks.
Most helpful customer reviews
3 of 3 people found the following review helpful.
Great! Great ! Great!
By Kaylah
I am a marketing major so this book has all of the concepts that I need to understand. It definitely goes into depth about consumer behavior and gives great examples. I got the book in great condition. However, the data disk is a bit confusing.
2 of 2 people found the following review helpful.
AS textbooks go, it's a good read.
By Jeremy
This book has good information and does not get bogged down in unnecessary details. International edition is the same as domestic.
10 of 14 people found the following review helpful.
Same as the hardback US version, just a lot less $$.
By ajacks530
... It's a textbook, not much to say, from a student stand point. It is the same as the hardback US version that is almost $200. So if available, get the paperback international version!
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