Consumer Behavior: Building Marketing Strategy

by Delbert I. Hawkins, Roger J. Best, David L. Mothersbaugh

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.

Genres: Business, Textbooks

832 pages, Hardcover

Published January 30, 2009

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

[Linda]

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.

[Dean Ryan Martin]

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 Many case studies are outdated because these are published in 2010.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.

[Madison]

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

[Mark]

For a textbook, I thought this one was alright.

[Rizwan]

nothing

[David]

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