Consumer Behavior, Global Edition av Leon G. Schiffman, Joseph Wisenblit

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<p><em>For undergraduate and graduate courses in consumer behavior.</em></p><p><strong>Strategic applications for understanding consumer behavior</strong></p><p><strong><em>Consumer Behavior, </em> 12th Edition </strong>explores how the examination and application of consumer behavior 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 <strong>12th Edition </strong>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.</p>