Consumer behavior : building marketing strategy /
Hawkins, Del I.,
Consumer behavior : building marketing strategy / David L. Mothersbaugh, University of Alabama, Del I. Hawkins, University of Oregon, Susan Bardi Kleiser, Texas Christian University, Contributing Authors, Linda L. Mothersbaugh, Integrated Solutions, LLC, Carolyn (Casey) Findley Watson, Indiana University Southeast. - Fourteenth Edition. - xix, 814 pages : color illustrations ; 26 cm
Revised edition of the authors' Consumer behavior, [2016]
Includes bibliographical references and indexes.
"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. This understanding can make us better consumers, better marketers, and better citizens"--
9781260100044 9781260158199
2019022154
Consumer behavior--United States.
Market surveys--United States.
Consumer behavior--United States--Case studies.
HF5415.33.U6 / H38 2019
658.8/342
Consumer behavior : building marketing strategy / David L. Mothersbaugh, University of Alabama, Del I. Hawkins, University of Oregon, Susan Bardi Kleiser, Texas Christian University, Contributing Authors, Linda L. Mothersbaugh, Integrated Solutions, LLC, Carolyn (Casey) Findley Watson, Indiana University Southeast. - Fourteenth Edition. - xix, 814 pages : color illustrations ; 26 cm
Revised edition of the authors' Consumer behavior, [2016]
Includes bibliographical references and indexes.
"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. This understanding can make us better consumers, better marketers, and better citizens"--
9781260100044 9781260158199
2019022154
Consumer behavior--United States.
Market surveys--United States.
Consumer behavior--United States--Case studies.
HF5415.33.U6 / H38 2019
658.8/342