Consumer Behavior with DDB LifeStyle Study Data Disk (Consumer Behavior: Building Marketing Strategy) [Hardcover]

Delbert Hawkins (Author), David Mothersbaugh (Author)

Book Description

Publication Date: January 27, 2009 | ISBN-10: 0077294106 | ISBN-13: 978-0077294106 | Edition: 11

This book is a strategic look at consumer behavior in order to guide successful marketing activities. The Wheel of Consumer Analysis is the organizing factor in the book. The four major parts of the wheel are consumer affect and cognition, consumer behavior, consumer environment, and marketing strategy. Each of these components is the topic of one of the four major sections in the book.

Product Details

• Hardcover: 778 pages
• Publisher: McGraw-Hill/Irwin; 11 edition (January 27, 2009)
• Language: English
• ISBN-10: 0077294106
• ISBN-13: 978-0077294106
• Product Dimensions: 10.1 x 8.1 x 1.2 inches
• Shipping Weight: 3.4 pounds (View shipping rates and policies)
• Average Customer Review: 3.4 out of 5 stars  See all reviews (5 customer reviews)
• Amazon Best Sellers Rank: #93,491 in Books (See Top 100 in Books)
  • #57 in Books > Business & Investing > Marketing & Sales > Marketing > Research

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Customer Reviews

Most Helpful Customer Reviews

2 of 2 people found the following review helpful:

4.0 out of 5 stars Decent book, but lacking in some areas, November 4, 2010

By 

skibunne "skibunne" (WI) - See all my reviews

Amazon Verified Purchase

This review is from: Consumer Behavior: Building Marketing Strategy (Hardcover)

This was a required text from an undergraduate Consumer Behavior course. While the book contains a lot of good information, it is baffling to me how it is in its eleventh print and still doesn't contain a glossary of the vocabulary words. Some of the vocabulary words are bolded, but never explicitly defined in the text. There are not vocab definitions in the margins even. This was frustrating for someone, such as myself and several classmates I talked to, who rely on concisely defined vocabulary words as study material, and for creating vocab flash cards. It's just an additional hassle after reading the text to have to go back and basically create my own definitions for some of the words.

I also found a spelling error and a few minor grammatical errors. Again, not what I'd expect from an eleventh addition $120 textbook.

2.0 out of 5 stars Book, December 10, 2011

By 

AM (Texas) - See all my reviews

Amazon Verified Purchase

This review is from: Consumer Behavior: Building Marketing Strategy (Hardcover)

This textbook had many spelling errors (unacceptable for a college textbook), which was distracting. The lack of a glossary was also frustrating.

1 of 2 people found the following review helpful:

4.0 out of 5 stars Great book for the MBA course!, August 29, 2010

By 

Donald Hsu (NYC, United States) - See all my reviews

This review is from: Consumer Behavior with DDB LifeStyle Study Data Disk (Consumer Behavior: Building Marketing Strategy) (Hardcover)

Yes, I used this book to teach "Consumer Behavior" class, at the MBA level.

The book came with 20 chapters, covering American society values, demographics, subcultures, families, households, group influences, perception, learning, memory, products, motivation, personality, emotion, self-concept, lifestyle, situational influences, decision process, problem recognition, information search, alternative evaluation and selection, outlet selection and purchase, post-purchase process, customer satisfaction and commitment, organizational buyer behavior, and marketing regulation.

Each chapter has video cases, consumer insights, and practical examples. I added many of my real-life stories. Overall, students loved this book and the class was very successful.

The CD-ROM data disk came with the book. It was full of additional information.