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Consumer Behavior
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 students 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.
Features
Keep your course current and relevant
- New - Every chapter contains new and updated material to address modern consumer behavior and recent trends in the marketing industry.
- New - Chapter 3 includes a new section exploring the effects that hidden motives have on consumer behavior.
- Updated - The role of new media is explored throughout, providing students with a thorough understanding of how marketers can engage with consumers across social media platforms, manage successful, targeted campaigns, and track and measure the results.
- Updated - The 12th Edition considers the impact of modern technology on marketing and consumer behavior, with coverage of the value exchange between consumers and marketers, astute positioning, and more.
- Updated - Chapter 15 addresses contemporary ethical concerns in the industry, including consumer privacy issues and violations, aggressive advertising towards children, and the potential for customized messaging to encourage irresponsible buying.
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 students 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.
Features
Keep your course current and relevant
- New - Every chapter contains new and updated material to address modern consumer behavior and recent trends in the marketing industry.
- New - Chapter 3 includes a new section exploring the effects that hidden motives have on consumer behavior.
- Updated - The role of new media is explored throughout, providing students with a thorough understanding of how marketers can engage with consumers across social media platforms, manage successful, targeted campaigns, and track and measure the results.
- Updated - The 12th Edition considers the impact of modern technology on marketing and consumer behavior, with coverage of the value exchange between consumers and marketers, astute positioning, and more.
- Updated - Chapter 15 addresses contemporary ethical concerns in the industry, including consumer privacy issues and violations, aggressive advertising towards children, and the potential for customized messaging to encourage irresponsible buying.
512 pages, Paperback
First published January 1, 1978
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