Consumer Behavior: Building Marketing Strategy by David L. Mothersbaugh (Author) delves into a comprehensive understanding of consumer behavior, updated for the digital age. This 14th edition, published in January 2019, spans 1664 pages and offers students a strategic perspective on consumer behavior, integrating recent changes brought about by internet, mobile, and social media marketing. The book also explores ethnic subcultures, internal and external influences, global marketing environments, and other emerging trends. With strategy-based examples from an author team deeply versed in business applications, this edition includes current and classic advertisements to enhance student engagement and comprehension. Key topics such as ethics, social issues in marketing, and consumer insights are seamlessly integrated throughout the text and cases, making it a valuable resource for both theory and practice. The book’s tech-forward approach is reflected not only in its content but also through Connect with SmartBook 2.0, ensuring that readers are equipped to navigate today’s complex marketing landscape.