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 delves into the core principles of how consumers think and act, providing marketers with tools to craft effective strategies. Authored by marketing experts David L. Mothersbaugh and Delbert I. Hawkins, it offers practical insights for understanding consumer decisions and enhancing marketing outcomes in competitive markets.

ISBN-13 9781259232541 ASIN 1259232549 Views 771 Publisher McGraw-Hill Education Year 2015 Edition 13 Format Hardcover Product Group Book Pages 816 Adult No Created February 14, 2026 Updated August 16, 2026

About This Book

Consumer Behavior: Building Marketing Strategy offers a detailed examination of how consumers make decisions and the implications for marketing practices. Authored by David L. Mothersbaugh, Associate Professor of Marketing, and Delbert I. Hawkins, Dr., the book focuses on integrating behavioral insights into strategic planning.

The text emphasizes the practical application of consumer behavior principles to develop robust marketing strategies. It covers key concepts that help marketers understand and influence consumer choices in various contexts.

Designed for students and professionals, this resource provides a structured approach to analyzing consumer motivations and behaviors. It serves as a foundational tool for those studying or working in marketing fields.

Through its academic perspective, the book bridges theoretical knowledge with real-world marketing applications, ensuring relevance in dynamic business environments.