Consumer Behavior: Building Marketing Strategy, 13th Edition offers a comprehensive and strategic understanding of consumer behavior, firmly grounded in theoretical principles.
This edition is meticulously updated to reflect recent changes in internal and external influences, evolving global marketing environments, and the broader discipline of marketing.
Authored by David L Mothersbaugh, an Associate Professor of Marketing, the book provides students with a usable framework for applying core consumer behavior concepts.
It features strategy-based examples developed by an author team with a profound understanding of business applications.
To engage students and vividly bring the material to life, the text incorporates a wealth of current and classic examples, including both textual and visual advertisements throughout its content.
Book Details:
- Title: Consumer Behavior: Building Marketing Strategy
- Edition: 13th Edition
- Author: David L Mothersbaugh Associate Professor of Marketing
- Publisher: McGraw-Hill Education
- Publication Date: September 1, 2015
- ISBN-10: 1259232549
- ISBN-13: 978-1259232541