Consumer Behaviour International Edition 1/e

Know about the book -

Consumer Behaviour International Edition 1/e is written by David Mothersbaugh and published by McGraw Hill. It's available with International Standard Book Number or ISBN identification 1526850036 (ISBN 10) and 9781526850034 (ISBN 13).

Consumer Behavior: Building Marketing Strategy International Edition builds on theory to provide students with a usable, strategic understanding of consumer behaviour that acknowledges recent changes in internet, mobile and social media marketing, ethnic subcultures, internal and external influences, global marketing environments, and other emerging trends. Updated with strategy-based examples from an author team with a deep understanding of each principle's business applications, the international edition contains current and classic examples of both text and visual advertisements throughout to engage students and bring the material to life and four chapters written specifically to focus on the European context. Topics such as ethics and social issues in marketing as well as consumer insights are integrated throughout the text and cases.