Author Description

Pearson+ gives you access to much more than your eTextbook. Most titles also include audiobooks, study notes, flashcards and more to help you thrive in the classroom. For consumer behavior courses. Strategic applications for understanding consumer behavior Consumer Behavior 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 12th Edition has been significantly updated to address contemporary trends and issues. This includes the role of new media, technological advances, and recent ethical concerns affecting the industry.