Consumer Behavior: Building Marketing Strategy, 12/e
Del I. Hawkins,
University of Oregon David L. Mothersbaugh,
University of Alabama
ISBN: 0073530042 Copyright year: 2013
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.