Consumer Behavior: Building Marketing Strategy

Consumer Behavior: Building Marketing Strategy builds on theory to provide students with a usable, strategic understanding of consumer behavior that acknowledges recent changes in internal and external influences, global marketing environments, and the discipline overall. Updated with strategy-based examples from an author team with a deep understanding of each principle's business applications, current and classic examples of both text and visual advertisements throughout the text will serve to engage students and bring the material to life. The 13th edition of Mothersbaugh/Hawkins is tech-forward in both format and content, featuring the addition of Connect's robust digital suite, including SmartBook and other assignable interactives to help students learn, apply, and expand upon core marketing concepts and make assignment management and outcomes-based reporting easy.

• Marketing Research (8th Edition)
• Global Marketing (8th Edition)
• Selling: Building Partnerships
• Basic Marketing Research (4th Edition)
• Services Marketing: Integrating Customer Focus Across the Firm
• International Marketing (Irwin Marketing)
• Essentials of Marketing Research
• Advertising and Promotion: An Integrated Marketing Communications Perspective (Irwin Marketing)
• The Challenger Customer: Selling to the Hidden Influencer Who Can Multiply Your Results
• Basic Marketing Research (with Qualtrics, 1 term (6 months) Printed Access Card)