Consumer Behavior: Building Marketing Strategy [Rental Edition]

by MOTHERSBAUGH

• ISBN13: 9781260100044
• ISBN10: 1260100049
• Additional ISBN(s): 9781266131615
• Edition: 14th
• Format: Hardcover
• Copyright: 2019-07-30
• Publisher: McGraw-Hill Rental Program
• More Book Details
• Purchase Benefits

About This Book

Consumer Behavior: Building Marketing Strategy, 14th Edition

Consumer Behavior: Building Marketing Strategy is a comprehensive textbook designed to provide students with a strategic understanding of consumer behavior. This 14th edition, published in 2019 by McGraw Hill, is a go-to resource for marketing and business students, as well as professionals in the field. The book is tech-forward, featuring the addition of Connect with SmartBook 2.0, which enhances the learning experience with interactive tools and real-world examples.

Who Uses It?

Primarily, this book is used by students and educators in marketing and business courses at the college and university levels. It is also a valuable resource for anyone interested in understanding consumer behavior, including professionals looking to refresh their knowledge or expand their understanding of marketing principles.

History and Editions

The 14th edition of Consumer Behavior: Building Marketing Strategy has been updated to address recent changes in internet, mobile, and social media marketing. It incorporates strategy-based examples from an author team with a deep understanding of each principle's business applications. The book includes current and classic examples of both text and visual advertisements to engage students and bring the material to life. Topics such as ethics and social issues in marketing, as well as consumer insights, are integrated throughout the text and cases.

Author and Other Works

David L. Mothersbaugh is the author of Consumer Behavior: Building Marketing Strategy. He is known for his ability to explain complex marketing concepts clearly and strategically. The author team behind this edition brings a wealth of experience in marketing and business, ensuring that the book remains current and relevant.

Key Features

• Comprehensive Coverage: The book covers core concepts in consumer behavior, including detailed explanations and examples.
• Strategic Insights: It provides a usable, strategic understanding of consumer behavior, acknowledging recent changes in internet, mobile, and social media marketing.
• Ethical Considerations: The text integrates ethics and social issues in marketing, ensuring that students understand the broader implications of their actions.
• Interactive Tools: The book is complemented by Connect with SmartBook 2.0, which includes interactive features to enhance the learning experience.

Detailed Information

ISBNs and Formats

• Hardcover: ISBN-13: 9781260100044
• eTextbook: ISBN-13: 9781260100051
• Loose-leaf: ISBN-13: 9781260100068
• Rental Options: Various rental durations available from different retailers

Publication Details

• Publisher: McGraw Hill
• Publication Date: 2019
• Number of Pages: 832
• Language: English

Other Editions and Formats

• 13th Edition: Available through McGraw Hill and other retailers
• Related ISBNs:
• 9781260100051 (eTextbook)
• 9781260100068 (Loose-leaf)
• 1260100057 (Rental Options)

This detailed information section provides a quick reference for all the available formats and sources for Consumer Behavior: Building Marketing Strategy, making it easier to find and access the book in the preferred format.