For undergraduate and graduate courses in consumer behaviour.
Consumer Behavior, 12th Edition explores how the examination and application of consumer behaviour is central to the planning, development, and implementation of successful marketing strategies. With an emphasis on developing a variety of useful skills, this text prepares students for careers in brand management, advertising, and consumer research. The 12th Edition has been significantly updated to address contemporary trends and issues, including the role of new media, technological advances, and recent ethical concerns affecting the industry.
- ISBN10 1292269243
- ISBN13 9781292269245
- Publish Date 16 January 2019 (first published 18 September 2009)
- Publish Status Active
- Publish Country GB
- Imprint Pearson Education Limited
- Edition 12th edition
- Format Paperback
- Pages 512
- Language English