: Includes 14 new section-end cases on prominent global brands like IKEA , United Airlines , and McDonald’s to help apply concepts.
Understanding the nuances of how people choose, buy, and use products is the cornerstone of modern business success. In the academic and professional world, by David Mothersbaugh, Delbert Hawkins, and Susan Bardi Kleiser is a definitive resource that bridges the gap between psychological theory and actionable marketing strategies . : Includes 14 new section-end cases on prominent
For decades, students, professors, and marketing practitioners have turned to a definitive text to master this psychological landscape. The book, Consumer Behavior: Building Marketing Strategy , has served as the academic and professional gold standard. With the release of its 14th edition, the text has evolved to meet the complexities of the modern marketplace. Consumer Behavior: Building Marketing Strategy