Description
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. The 14th edition of Mothersbaugh / Hawkins is tech-forward in both format and content, featuring the addition of Connect with SmartBook 2.0.
Author: David Mothersbaugh, Delbert Hawkins, Susan Bardi Kleiser
Publisher: McGraw-Hill Companies
Published: 07/29/2019
Pages: 1664
Binding Type: Loose Leaf
Weight: 2.75lbs
Size: 9.90h x 7.90w x 1.00d
ISBN13: 9781260158199
ISBN10: 1260158195
BISAC Categories:
- Business & Economics | Marketing | Research