Consumer Behavior

• Main Authors: Schiffman, Leon G. (Author), Wisenblit, Joe (Author)
• Format: Book
• Language: English
• Published: Harlow, United Kingdom Pearson Education Limited 2019
• Edition: Twelfth Edition
• Subjects: Consumer behavior; Motivation research (marketing)
• Online Access: Click Here to View Status and Holdings.
• Physical Description: 508 pages some color illustrations 28 cm
• Bibliography: Includes bibliographical references and index
• ISBN: 9781292269245; 1292269243

For undergraduate and graduate courses in consumer behaviour. Consumer Behavior, 12th Edition explores how the examination and application of consumer behaviour is central to the planning, development, and implementation of successful marketing strategies. With an emphasis on developing a variety of useful skills, this text prepares students for careers in brand management, advertising, and consumer research. The 12th Edition has been significantly updated to address contemporary trends and issues, including the role of new media, technological advances, and recent ethical concerns affecting the industry.