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CONSUMER BEHAVIOR: BUILDING MARKETING STRATEGY

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 15th edition of Mothersbaugh/Hawkins is tech-forward in both format and content, featuring the Connect with SmartBook 2.0.

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Detail Information
Series Title
-
Statement of Responsibility
Call Number
658.8342 MOT c 15th
Publisher
New York : McGraw-Hill.,
Collation
xxiii, 824 p. : ill ; 25cm.
Language
English
ISBN/ISSN
978-1-266-11476-2
Classification
658.8342
Content Type
-
Edition
15th. ed.
Subject(s)
Buku Wajib
Marketing
Consumer’s Behavior
Marketing Model
Industrial Manufacturing Systems
Industrial Engineering
Specific Detail Info
-
Other version/related

No other version available

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