Consumer Behavior: Building Marketing Strategy
Del I. Hawkins, David L. Mothersbaugh - Consumer Behavior: Building Marketing Strategy
Art Nr.: 0071315128
ISBN 13: 9780071315128
B-Nr: INF1001073812
SubTitle: Building Marketing Strategy
Release Year: 2012
Published by: Mcgraw-Hill Education Ltd
Edition: Audio CD
Cover: Audio CD
Cover Format: 261x209x32 mm
Pages: 832
Weight: 1507 g
Language: Englisch
Author: Del I. Hawkins, David L. Mothersbaugh
Warengruppe: Hardcover/Sozialwissenschaften, Recht, Wirtschaft/Wirtschaft/Einzelne Wirtschaftszweige, Branchen
Beschreibung:
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.
Autoreninformationen:
Hawkins, DelbertDel I. Hawkins BBA, MBA, PhDDel 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 Universitys 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.