9780134734828

CONSUMER BEHAVIOR

  • ISBN 13:

    9780134734828

  • ISBN 10:

    0134734823

  • Edition: 12th
  • Format: Hardcover
  • Copyright: 03/11/2018
  • Publisher: Pearson

Note: Not guaranteed to come with supplemental materials (access cards, study guides, lab manuals, CDs, etc.)

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Summary

For undergraduate and graduate courses in consumer behavior.

 

Strategic applications for understanding consumer behavior

Consumer Behavior, 12th Edition 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 12th Edition 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.

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