Consumer behavior : building marketing strategy

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Title:

Consumer behavior : building marketing strategy

Personal Author:

Hawkins, Delbert I.

Edition:

12th ed.

Publication Information:

New York : McGraw Hill, 2013

Physical Description:

xxvii, 772 p. : ill. (some col.) ; 26 cm. + 1 CD-ROM (12 cm.)

ISBN:

9780071315128

General Note:

Accompanies by CD-ROM : CP 031257

Subject Term:

Consumer behavior

Added Author:

Mothersbaugh, David L.

Available:*

Library	Item Barcode	Call Number	Material Type	Item Category 1	Status
Searching... PSZ JB	30000010303113	HF5415.32 H38 2013	Open Access Book	Book	Searching... Unknown

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Summary

Summary

Consumer Behavior: Building Marketing Strategy provides students with a usable, strategic understanding of consumer behavior. The authors believe that knowledge of the factors that influence consumer behavior can, with practice, be used to develop sound marketing strategy. As a consequence, the text integrates theory, strategy-based examples, and application.