PDF | Consumer Behavior – Building Marketing Strategy (14th Edition)

Consumer Behavior – Building Marketing Strategy (14th Edition)

Format: PDF eTextbooks
ISBN-13: 978-1260100044
ISBN-10: 1260100049
Delivery: Instant Download
Authors: David Mothersbaugh, Delbert Hawkins, Susan Bardi Kleiser
Publisher: McGraw-Hill

Consumer Behavior: Building Marketing Strategy builds on theory to provide students with a usable,strategic understanding of consumer behavior that acknowledges recent changes in internet, mobile and social media marketing, ethnic subcultures, internal and external influences, global marketing environments, and other emerging trends.Updated with strategy-based examples from an author team with a deep understanding of each principle’s business applications, the fourteenth edition contains current and classic examples of both text and visual advertisements throughout to engage students and bring the material to life. Topics such as ethics and social issues in marketing as well as consumer insights are integrated throughout the text and cases.