and
to
the
The
of
Consumer
consumer
in
attempts
consumers
• Archive: https://archive.is/wip/GYnkF David L. Mothersbaugh, Del I. Hawkins & Susan Bardi Kleiser - Consumer Behavior: Building Marketing Strategy, 14th editionConsumer Behavior: Building Marketing Strategy builds on theory to provide students with a usable, strategic understanding of consumer behavior that acknowledges recent changes in mobile and social media marketing, ethnic subcultures, internal and external influences, global marketing, and other emerging trends.
• Updated with strategy-based examples throughout and an integration of ethics and consumer insights in the text and cases.From the preface: Marketing attempts to influence the way consumers behave.
• These attempts have implications for the organizations making them, the consumers they are trying to influence, and the society in which these attempts occur.
• We are all consumers, and we are all members of society, so consumer behavior, and attempts to influence it, is critical to all of us.
• This text is designed to provide an understanding of consumer behavior.