Consumer Behavior: Building Marketing Strategy, 9/e
Del I Hawkins,
University of Oregon Roger J Best,
University of Oregon Kenneth A Coney,
Late of Arizona State University
ISBN: 0072536861 Copyright year: 2004
Overview
Consumer Behavior, 9/e, by Hawkins, Best, & Coney offers balanced coverage of consumer behavior including the psychological, social, and managerial implications. The new edition features current and exciting examples that are tied into global and technology consumer behavior issues and trends, a solid foundation in marketing strategy, integrated coverage of ethical/social issues and outlines the consumer decision process. This text is known for its ability to link topics back to marketing decision-making and strategic planning which gives students the foundation to understanding consumer behavior which will make them better consumers and better marketers.
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2004 McGraw-Hill Higher Education