ISE Consumer Behavior: Building Marketing Strategy

Mothersbaugh, David; Hawkins, Delbert

ISBN 10: 126056648X / ISBN 13: 9781260566482

Published by McGraw-Hill Education, 2019

About this Item

14th edition NO-PA16APR2015-KAP.

Seller Inventory # 26394632298

Bibliographic Details

• Title: ISE Consumer Behavior: Building Marketing Strategy
• Publisher: McGraw-Hill Education
• Publication Date: 2019
• Language: English
• ISBN 10: 126056648X
• ISBN 13: 9781260566482
• Binding: Soft cover
• Condition: Used

About this title

Synopsis

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.