Consumer Behavior: Building Marketing Strategy

by Delbert I. Hawkins, David L. Mothersbaugh

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.

Genres: Business, Textbooks

772 pages, Hardcover

Published February 24, 2012

About the author

University Of Oregon

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.

Reviews

[Dean Ryan Martin · Rating 3 out of 5]

It feels good to have finished a gigantic marketing book like this. It is worth it even if it is peppered with hundreds of jargons that are new to me.

This book is divided into five major parts with a lot of colored illustrations, figures and case studies. Many case studies are outdated because these are published in 2010.

The world was not yet overwhelmed by COVID-19 that year. Businesses, the way we advertised our products and the way we worked for a company changed dramatically after the pandemic.

Still, this is a great book. I did not only re-study myself as a human being but as a consumer too.

WRITING STYLE: 2 stars.
SUBSTANCE & CONTENT: 5 stars.

[Linda · Rating 2 out of 5]

130 more pages to go - dull reading - does not make me excited about marketing...might as well read a dictionary and memorize all the terminology.

[Madison · Rating 2 out of 5]

Read for class- definitely have read worse textbooks. I could tell a lot of effort went into trying to make it engaging.

[Mark · Rating 3 out of 5]

For a textbook, I thought this one was alright.

[Rizwan]

nothing

[David · Rating 5 out of 5]

A low level textbook for marketing studies, this book is an excellent primer to the basic concepts of consumer behaviour.