Consumer Behavior: Building Marketing Strategy, 2024 (Connect)

Overview: Consumer Behavior: Building Marketing Strategy builds on theory to provide students with a usable, strategic understanding of consumer behavior that acknowledges recent changes in internet, mobile and social media marketing, ethnic subcultures, internal and external influences, global marketing environments, and other emerging trends. Updated with strategy-based examples from an author team with a deep understanding of each principle's business applications, the fourteenth edition contains current and classic examples of both text and visual advertisements throughout to engage students and bring the material to life. 

ISBN: 9781526850027

Edition: 15

Publisher: McGraw Hill

Format: Digital

AU Course: BMKT212