Consumer Behavior: Building Marketing Strategy [Paperback] 14e by Hawkins

Product details

Brand New 
Paperback: 832 pages
Publisher: McGraw-Hill Education; 14 edition (18 Aug. 2019)
Language: English
ISBN-10: 126056648X
ISBN-13: 9781260566482
Product Dimensions: 20.1 x 2.6 x 25.4 cm

Identical Content with US Edition

Alternative US Edition For Reference Only
ISBN-13: 9781260158199
ISBN-10: 1260158195

 

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.