Book Description

Learn How to build a Marketing Strategy Based on Consumer Buying Decisions

If you are looking for a balanced coverage of Consumer Behavior that includes the psychological, social, and managerial implications of a decision, you have picked up the right book. This new revision features current and exciting examples that are tied into global and technology consumer behavior issues and trends - all of which will help you gain a solid foundation in marketing strategy. This new edition links topics back to marketing decision-making and strategic planning, giving you the foundation to better understanding consumer behavior and, in turn, making you a better consumer and better marketer.

* New Cases highlight the most current trends and development in consumer behavior including Crest Rejuvenating Effects, Skoda's UK Turnaround Attempt, McDonald's Social Responsibility Report, Levi's Blues, and much more. Featured cases will help you apply what you are learning from the text to show consumer behavior in practice.

* More Global Examples give you a balanced look at consumer behavior here and abroad - encouraging you to analyze the similarities and differences between U.S. and global markets.

* Examples of the Internet and its impact on consumer behavior have been increased throughout the text, illustrating the power of the Internet and its importance in the realm of consumer behavior.

All new copies of this text include a tool that will ultimately enhance your learning experience.

Book Dimension

length: (cm)25.3 　　　 　　　　　 　　　　　 width:(cm)20.1