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About This Book
Consumer Behavior: Building Marketing Strategy, 15th Edition
Consumer Behavior: Building Marketing Strategy, 15th Edition, is a comprehensive textbook designed for students and educators in the field of marketing. This book is a go-to resource for understanding consumer behavior and its strategic applications in marketing. It's particularly useful for students and instructors in marketing courses at the college and university levels, as well as professionals looking to enhance their knowledge of consumer behavior and marketing strategies.
Who Uses It?
Primarily, this book is used by students and instructors in marketing courses, focusing on consumer behavior. It's also a valuable resource for anyone interested in understanding the latest trends and principles of consumer behavior, including professionals in the marketing industry.
History and Editions
The 15th 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. This edition includes current and classic examples of both text and visual advertisements to engage students and bring the material to life. The book also integrates topics such as ethics and social issues in marketing, as well as consumer insights, ensuring that it remains relevant and up-to-date.
Author and Other Works
The authors of Consumer Behavior: Building Marketing Strategy are David Mothersbaugh, Susan Bardi Kleiser, and Delbert Hawkins. David Mothersbaugh is known for his expertise in marketing strategy and his ability to explain complex concepts clearly. Susan Bardi Kleiser brings her knowledge of consumer behavior to the text, ensuring that it remains current and relevant. Delbert Hawkins contributes his deep understanding of marketing principles, making the book a comprehensive resource for students and professionals alike.
Key Features
- Comprehensive Coverage: The book covers core concepts in consumer behavior, including detailed explanations and examples.
- Strategic Applications: It provides strategy-based examples from an author team with a deep understanding of each principle's business applications.
- Ethical Considerations: The text integrates topics such as ethics and social issues in marketing, ensuring that students are aware of the broader implications of consumer behavior.
- Emerging Trends: The book addresses recent changes in internet, mobile, and social media marketing, making it a valuable resource for understanding contemporary marketing strategies.
- Engaging Material: It includes current and classic examples of both text and visual advertisements to engage students and bring the material to life.
Detailed Information
ISBNs and Formats
- Hardcover: ISBN-13: 9781266131615
- eTextbook: Available through various digital platforms (e.g., VitalSource, McGraw-Hill Connect) with built-in study tools like highlights and read-aloud features.
- Rental Options: Various rental durations available from different retailers.
Publication Details
- Publisher: McGraw-Hill Education
- Publication Date: 2023
- Number of Pages: 848
- Language: English
Other Editions and Formats
- 14th Edition: Available through McGraw-Hill Education and other retailers.
- Related ISBNs:
- 9781266131615 (Hardcover)
- 9781266827174 (eTextbook)
- 1266114769 (Paperback)
This detailed information section provides a quick reference for all the available formats and sources for Consumer Behavior: Building Marketing Strategy, 15th Edition, making it easier to find and access the book in the preferred format.
