Consumer Behavior, 12th edition
Consumer Behavior (Subscription)
A digital version of the text you can personalize and read online or offline.
This is the eBook of the printed book and may not include any media, website access codes, or print supplements that may come packaged with the bound book.
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 readers 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.
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Published by Pearson (March 11th 2018) - Copyright © 2019