Top-notch coverage of new trends in consumer behavior

· Updated - The latest examples and trending terms, including the “internet of things,” “product curators,” and “dadchelor parties,” are incorporated throughout the text. Chapter openers center around practical social media use and other consumer behavior applications that students currently engage in.

· Marketing Pitfall boxes provide examples of companies that have handled their marketing strategy ineffectively, helping students to see how relevant consumer behavior strategy comes into play.

· Updated - Examples, cases, and research studies in this edition have been updated to better address the rapidly changing trends in consumer behavior.

· CB As I See It sections in Pearson MyLab Marketing feature prominent consumer behavior researchers who share their current work with students.

Relevant research turns concepts into applications you can use today

Throughout the text, there are multiple examples of existing and ongoing research that marketers are challenged with today. The features below help students learn how this research can be utilized to make decisions, capitalize on opportunities, and more clearly connect the decisions companies made to the success or failure of the company.

· Updated - Marketing Opportunity boxes highlight the fascinating ways in which organizations have capitalized on a marketing opportunity to generate large profits in a way that hasn’t been done before.

· Each chapter concludes with a Consumer Behavior Challenge, which presents students with real-world problems that marketers are trying to solve today. Students can work individually, in groups, or in a class discussion to talk through possible solutions to these challenges.

· Updated - End-of-Chapter Case Studies examine companies across the globe, helping students to see the practical applications of consumer behavior. Half of these Case Studies are new or very significantly revised from the previous edition.

· Updated - 4 End-of-Section Data Assignments include real data sets from market research company, GfK, and tie together concepts across the chapters in each section. These assignments ask students to work with these data sets to analyze consumer behavior and make strategic marketing decisions.

A conversational, lively writing style makes students want to actually read the book

· Solomon is an active consumer behavior instructor and researcher who brings in current, relevant examples, and speaks to today’s students as he does in his classroom at Saint Joseph’s University in Philadelphia, PA.

· By referencing the ways in which students are currently creating user generated content and reviews, this text offers realistic, and often humorous examples including the suggestion to rate his or her consumer behavior course highly on ratemyprofessor.com and recapping the latest Bachelor episodes online.

· Solomon references brands that students know and love (e.g., L’Oreal Paris, KitKat, Lush, KonMari, etc.), which helps them to be engaged in reading about consumer behavior.

· The text’s organization further enhances student learning. Chapter-Opening Objectives provide an overview of the key issues to be covered in the chapter. End-of-Chapter Summaries, organized around these objectives, help students study key issues and understand the materia

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Consumer Behavior: Buying, Having, and Being, Global Edition, 13th edition

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