Consumer Behavior : Building Marketing Strategy | 14th Edition

This edition of Consumer Behavior: Building Marketing Strategy continues its emphasis on marketing strategies influenced by culture, values, demography, and society. The primary purpose of this text is to provide students with a usable, managerial understanding of consumer behavior. The book is based on the belief that knowledge of the factors that influence consumer behavior can, with practice, be used to develop sound marketing strategy. Updated with strategy-based examples throughout and an integration of ethics and consumer insights in the text and cases, this text provides updated sneak-peak into the subject area.

Salient Features:

1. New! Sections on generation alpha, showrooming, webrooming, government regulations and online marketing to children, etc.

2. New! Multiple global examples including many on India and other countries woven into the text 3. New! Fourteen section-end cases on prominent global organizations such as IKEA, United Airlines, Nissan, McDonald’s, etc. 4. New! Nine consumer insights on topics such as glocalization, segmentation of Gen Y market, online marketing, etc. 5. Updated tables, charts, and data across the chapters with Indian context and cases infused