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ISE Consumer Behavior: Building Marketing Strategy

David L. Mothersbaugh, Delbert I. Hawkins, Susan Bardi Kleiser · ISBN 9781260566482
ISE Consumer Behavior: Building Marketing Strategy | Zookal Textbooks | Zookal Textbooks
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Publisher McGraw-Hill Education
Author(s) David L. Mothersbaugh / Delbert I. Hawkins / Susan Bardi Kleiser
Edition 14
Published 19th August 2019
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Consumer Behavior: Building Marketing Strategy builds 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.



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