Part 1: Customer behavior : power, scope and context -- The customer: key to market success -- Determinants of customer behavior: personal factors and market environment -- Trends in determinants of customer behavior -- Part 2: Foundations of customer behavior -- The customer as a perceiver and learner -- Customer motivation: needs, emotions, and psychographics -- Customer attitudes: cognitive and affective -- Researching customer behavior -- Part 3: Customer decisions and relationships -- Individual customer decision making -- Institution customer decision making: household, business, and government -- Relationship-based buying -- Part 4: Building loyalty and customer value -- Customer loyalty to produts, brands, and stores -- Online customer behavior -- Creating market values for the customer