Consumer Behavior
| By: | Leon Schiffman; Joseph L. Wisenblit |
| Publisher: | Pearson Education (US) |
| Print ISBN: | 9780134734828 |
| eText ISBN: | 9780134735009 |
| Edition: | 12 |
| Copyright: | 2019 |
| Format: | Reflowable |
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For consumer behavior courses.
Strategic applications for understanding consumer behavior
Consumer Behavior 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. This includes the role of new media, technological advances, and recent ethical concerns affecting the industry.