ISE Consumer Behavior: Building Marketing Strategy
David L. Mothersbaugh, Delbert I. Hawkins, Susan Bardi Kleiser· ISBN 9781260566482
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Consumer Behavior: Building Marketing Strategybuilds on theory to provide students with a usable, strategic understanding of consumer behavior that acknowledges recent changes in mobile & social media marketing, ethnic subcultures, internal and external influences, global marketing, and other emerging trends.
Updated with strategy-based examples throughout and an integration of ethics and consumer insights in the text and cases.