Consumer Behavior (What's New in Marketing)

Consumer Behavior (What's New in Marketing)

<p style="margin:0px;"> <i>For undergraduate and graduate courses in consumer behavior.</i> </p> <p style="margin:0px;"> </p> <p style="margin:0px;"> <b>Strategic applications for understanding consumer behavior</b> </p> <p style="margin:0px;"> <b> <i>Consumer Behavior, </i> </b> <b>12th Edition </b>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 readers for careers in brand management, advertising, and consumer research. The <b>12th Edition </b>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.</p>