Consumer Behavior: Building Marketing Strategy

by David L Mothersbaugh Associate Professor Of Marketing, Delbert I Hawkins Dr

Business Marketing

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Consumer Behavior: Building Marketing Strategy connects the study of consumer decision-making with the development of effective marketing strategy. Written for readers of marketing and business, it offers a foundation for understanding how behavioral insights can inform strategic thinking and marketing practice.

ISBN-13 9781259232541 ASIN 1259232549 Views 787 Publisher McGraw-Hill Education Year 2015 Edition 13 Format Hardcover Product Group Book Pages 816 Adult No Created February 14, 2026 Updated October 16, 2026

About This Book

Consumer Behavior: Building Marketing Strategy examines the relationship between consumer behavior and marketing strategy.

It is designed to support the study of how consumers make decisions and how marketers can use those insights in strategic planning.

The book connects behavioral concepts with practical marketing applications for students and readers seeking a stronger foundation in marketing strategy.