Consumer Behavior
by Joseph Wisenblit, Leon G. Schiffman
Consumer Behavior explores the role of consumer insights in planning, developing, and implementing marketing strategies. Created for undergraduate and graduate courses, it combines core concepts with real-life cases, global perspectives, updated examples, exercises, and research findings to help students connect theory with marketing practice.
About This Book
Consumer Behavior examines how understanding consumers supports effective marketing strategy and decision-making.
Designed for undergraduate and graduate consumer behavior courses, the text connects foundational concepts with their practical application.
End-of-chapter cases demonstrate how companies use consumer behavior to shape marketing strategies.
Discussions and examples address cultural differences in both domestic and multinational marketing.
Updated examples, exercises, and research findings help keep the course current and relevant.
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