Consumer Behavior: Building Marketing Strategy [Paperback] 14e by Hawkins

Product details Brand New Paperback: 832 pages Publisher: McGraw-Hill Education; 14 edition (18 Aug. 2019) Language: English ISBN-10: 126056648X ISBN-13: 9781260566482 Product Dimensions: 20.1 x 2.6 x 25.4 cm Identical Content with US Edition Alternative US Edition For Reference Only ISBN-13: 9781260158199 ISBN-10: 1260158195   Description 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.