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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.

By: Mothersbaugh, David L., author.
Contributor(s): Hawkins, Del I., author. | Kleiser, Susan Bardi, author. | Mothersbaugh, Linda L., author. | Watson, Carolyn (Casey) Findley, author.
Call number: HF5415.33.U6 H38 2020 Material type: TextTextPublisher: New York, NY : McGeaw-Hill Education, [2020]Edition: Fourteenth Edition.Description: xix, 814 pages : color illustrations ; 25 cm.Content type: text | still image Media type: unmediated Carrier type: volumeISBN: 9781260566482 (pbk.) ; 126056648X (pbk.)Subject(s): Consumer behavior -- United States | Market surveys -- United States | Consumer behavior -- United States -- Case studiesSummary: "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"-- Provided by publisher.
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ODI General Collection HF5415.33.U6 H38 2020 (Browse shelf) 1 1000530184 Available

Includes index.

"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"-- Provided by publisher.

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