Consumer Behavior Information Center:


		Table of Contents Book Preface Sample Chapter Revision Changes Feature Summary Supplements



	Student Edition
	Instructor Edition

Consumer Behavior: Building Marketing Strategy, 11/e

Del I. Hawkins, University of Oregon
David L. Mothersbaugh, University of Alabama

Consumer Behavior, 11/e, by Hawkins and Mothersbaugh 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 11th 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 come with three such value-added features. First is an opening example not found in the text called "Consumer Behavior in the News." Second is one or more additional ads/illustrations not in the text called "Applications in Consumer Behavior." Third is a 1-3 minute video clip designed to illustrate a key chapter concept called "Video Applications." 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.

To obtain an instructor login for this Online Learning Center, ask your local sales representative. If you're an instructor thinking about adopting this textbook, request a free copy for review.