Consumer Behavior, 9th Edition

Book Description

Consumer Behavior, 9th Edition

This well-established and widely-acclaimed book, now in its Ninth Edition, has been thoroughly updated and revised. It focuses attention on critical consumer behavior concepts and highlights the linkages between interrelated principles and processes. The emphasis on marketing strategy has been intensified, using both theoretical and applications-oriented approach.

The text is supplemented with many real-world examples in order to demonstrate how consumer behavioral concepts are used by marketing practitioners to solve marketing problems and to develop and implement effective marketing strategies.

The author clearly explains the relevant and timely concepts on which the discipline of consumer behavior is based. Students of management and practicing managers will find the book extremely useful.

New to This Edition

• A comprehensive model of consumer decision making, built on the simple model and presented in the first chapter, highlights the interrelationships among the various concepts examined throughout the book

• A major emphasis on marketing ethics and social responsibility throughout the book

• 32 short cases have been replaced with entirely new cases

• An enhanced global outlook that gives a better understanding of the dynamics of cultural differences