GEN COMBO: LOOSE LEAF CONSUMER BEHAVIOR with CONNECT ACCESS CODE CARD, 15th edition

David Mothersbaugh; Susan Bardi Kleiser; Delbert Hawkins

ISBN 10 : 1264547927 ISBN 13 : 9781264547920

Editeur : McGraw-Hill Higher Ed., 2023

Synopsis

This bundle contains the loose-leaf books AND Connect Access Code card. Consumer Behavior: Building Marketing Strategy builds on theory to provide students with a usable, strategic understanding of consumer behavior 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 fourteenth edition contains current and classic examples of both text and visual advertisements throughout to engage students and bring the material to life. Topics such as ethics and social issues in marketing as well as consumer insights are integrated throughout the text and cases. The 15th edition of Mothersbaugh/Hawkins is tech-forward in both format and content, featuring the Connect with SmartBook 2.0.

Détails de l'édition

• Éditeur: McGraw-Hill Higher Ed.
• Date d'édition: 2023
• Langue: anglais
• ISBN 10: 1264547927
• ISBN 13: 9781264547920
• Reliure: Loose Leaf
• Nombre de pages: 848
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible