Consumer behavior: building marketing strategy
"Marketing attempts to influence the way consumers behave. These attempts have implications for the organizations making them, the consumers they are trying to influence, and the society in which these attempts occur. We are all consumers, and we are all members of society, so consumer behavior, and attempts to influence it, is critical to all of us. This text is designed to provide an understanding of consumer behavior. This understanding can make us better consumers, better marketers, and bet…
Read More ↓Title Statements
- Full title :Consumer behavior : building marketing strategy / David L. Mothersbaugh, University of Alabama, Del I. Hawkins, University of Oregon, Susan Bardi Kleiser, Texas Christian University, Contributing Authors, Linda L. Mothersbaugh, Integrated Solutions, LLC, Carolyn (Casey) Findley Watson, Indiana University Southeast.
Summary
"Marketing attempts to influence the way consumers behave. These attempts have implications for the organizations making them, the consumers they are trying to influence, and the society in which these attempts occur. We are all consumers, and we are all members of society, so consumer behavior, and attempts to influence it, is critical to all of us. This text is designed to provide an understanding of consumer behavior. This understanding can make us better consumers, better marketers, and better citizens"--
Read More ↓Edition Statements
- Publication Date:2020
- Edition:Fourteenth Edition
Publication Statements
- Publisher(s):McGraw-Hill Education
- Place of Publication:Dubuque
- Language:eng
- Publication Date:2020
Notes
Revised edition of the authors' Consumer behavior, [2016].
The Physical Object
- Description:xix, 814 pages : : color illustrations ; : 26 cm
Edition Identifiers
- ISBN:9781260100044, 1260100049, 9781260158199, 1260158195
- oclc:on1104859315
- LC Classification:HF5415.33.U6
- Dewey Decimal:658.8/342
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