Consumer Behavior: Building Marketing Strategy, 12th Edition
by Del I. Hawkins, David L. Mothersbaugh
Explores consumer decision-making processes and shows how behavioral insights are used to develop effective marketing strategies in today's competitive marketplace.
About This Book
Consumer Behavior: Building Marketing Strategy, 12th Edition provides an in-depth examination of how consumers make decisions and how these insights inform marketing practices.
The text integrates theory with real-world applications to help readers understand the factors that influence consumer choices.
Topics include psychological, social, and cultural influences on buying behavior and their implications for marketing strategy development.
This edition emphasizes the use of consumer insights to create effective marketing plans and improve business outcomes.
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