Consumer Behavior Building Marketing Strategy(13th edition)
Authors:
David Mothersbaugh, Delbert Hawkins
In Stock: 1 Left
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Solution Manual Includes
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Book details
ISBN: 1259232549, 978-1259232541
Book publisher: McGraw-Hill Education
Book Price $0 : The book 'Consumer Behavior: Building Marketing Strategy' by David Mothersbaugh and Delbert Hawkins, now in its 13th edition, is a pivotal resource for understanding the intricate processes behind consumer decision-making and how it impacts marketing strategies. The book delves into the psychological, social, and cultural factors influencing consumer behavior, making it an essential guide for marketing professionals and students alike. It is meticulously structured, with a comprehensive table of contents that guides readers through key concepts such as consumer perception, learning, attitude formation, and the decision-making process. Each chapter provides a detailed exploration of the theoretical frameworks underlying consumer behavior, enriched with real-life case studies and examples that bring these theories to life. This edition is particularly notable for its practical insights, with each chapter ending with a solution manual and an answer key to enhance learning outcomes and application. Marketing strategy is built through an understanding of consumer needs and decision-making processes, with emphasis on creating value and building enduring customer relationships. The integration of SEO-relevant themes like digital consumer engagement, personalized marketing, and e-commerce strategies reflect the evolving landscape of consumer behavior in the digital age, making it a timely and valuable resource for both academic and professional growth. Furthermore, the book's extensive use of figures, tables, and examples makes complex theories accessible and engaging. The author addresses complex ideas without falling into cheap generalizations or oversimplifications.
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January 13, 2025