Consumer Behavior, 10/e, by Hawkins, Mothersbaugh, and Best 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 be better consumers and better marketers.
The 10th Edition also contains enhanced supplements which provide "value-added" components, not found in the text, so that instructors can easily design and execute a customized experience. For example, the PowerPoint presentations (now in text rich and text lite versions) come with an opening example not found in the text called "Consumer Behavior in the News," and one or more additional ads/illustrations not in the text called "Applications in Consumer Behavior." In addition, the Instructor's Manual provides a synopsis and discussion tips for 2-3 recent popular press articles for each chapter. This feature, called "CB Press Highlights," provides the instructor with nearly 60 extra examples not found in the text.
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2007 McGraw-Hill Higher Education