Consumer Behavior (SIE) Information Center:


		Table of Contents Book Preface PageOut Walkthrough



	Student Edition
	Instructor Edition

Consumer Behavior (SIE): Building Marketing Strategy, 9/e

Del I Hawkins, University of Oregon
Roger J Best, University of Oregon
Kenneth A Coney, Late of Arizona State University
Amit Mookerjee, Indian Institute of Management, Lucknow

ISBN: 0070600864
Copyright year: 2007

The book offers balanced coverage of consumer behavior including the psychological, social, and managerial implications. This text is known for its ability to link topics back to marketing decision-making and strategic planning which gives students the ability to understanding consumer behavior in the right perspective.

Inclusion of Indian case studies and discussion on the socio-cultural fabric of the Indian consuming classes make this book very useful for the MBA students of Indian universities/ autonomous institutions. Coverage of Indian lifestyle trends, socio-economic data and demographic profile has further enriched the Indian context.

Learning Aids

Opening Vignettes: Each chapter begins with a practical example that introduces the material in the chapter.

Consumer Insight: These boxed discussions provide an in-depth look at a particularly interesting consumer study or marketing practice.

Consumer Insights: These boxes are in each chapter and illustrate an interesting CB example that brings CB to life and asks the student to think critically about the issue and solve the problem.

Internet Exercises: A section at the end of each chapter has Internet assignments.

Application Activities: Each chapter ends with comprehensive application exercises.

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