Consumer Behavior, Global Edition [Paperback] 12e by Schiffman

Product details

Brand New 
Paperback: 512 pages
Publisher: Pearson; 12 edition (9 Jan. 2019)
Language: English
ISBN-10: 1292269243
ISBN-13: 9781292269245
Product Dimensions: 21.6 x 2.9 x 27.6 cm


Alternative US Edition For Reference Only
ISBN-10: 0134734823
ISBN-13: 978-0134734828

 

Description

Consumer Behavior, 12th Edition explores how the examination and application of consumer behavior is central to the planning, development, and implementation of successful marketing strategies. With an emphasis on developing a variety of useful skills, this text prepares students for careers in brand management, advertising, and consumer research. The 12th Edition has been significantly updated to address contemporary trends and issues, including the role of new media, technological advances, and recent ethical concerns affecting the industry.