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Consumer Behavior: Building Marketing Strategy, by Delbert Hawkins, David Mothersbaugh, Roger Best
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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.
- Sales Rank: #330307 in Books
- Brand: Brand: McGraw-Hill/Irwin
- Published on: 2009-01-30
- Original language: English
- Number of items: 1
- Dimensions: 12.00" h x .1" w x 8.50" l, .0 pounds
- Binding: Hardcover
- 832 pages
- Used Book in Good Condition
Most helpful customer reviews
6 of 7 people found the following review helpful.
Decent book, but lacking in some areas
By skibunne
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 edition $120 textbook.
4 of 5 people found the following review helpful.
Okay...
By Brian J. Reich
This book was absolutely full of information. However, much of the text seemed repetitive and drab. Good material when partnered with a good instructor, but the text could be a bit more interesting.
1 of 1 people found the following review helpful.
Yawn. Gives textbooks an even worse name
By C. A. Raymond
I long since acquired my PhD in sociology, but have been sitting in on a marketing class at the university where I work. This is the required text.
Its painfully yawn-inducing writing style along with a mediocre-at-best book design has prompted me to return my rental. It is actually psychically painful for me to sit down and read a chapter. The text meanders, has no narrative thread, and the typographic and layout design is poor. And to think students are expected to cough up more than $100 for this insomnia cure.
Surely, with all the creative minds in the marketing community, someone could write an appealing book that could be used as a textbook. I'm now in search of something with both substance and style.
This is NOT it.
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