Consumer Behavior : Building Marketing Strategy | 14th Edition
by David L. Mothersbaugh, Delbert I. Hawkins, Susan Bardi Kleiser, Amit Mookerji
Consumer Behavior: Building Marketing Strategy, 14th Edition, presents consumer behavior within a marketing strategy framework. Authored by David L. Mothersbaugh, Delbert I. Hawkins, Susan Bardi Kleiser, and Amit Mookerji, it is a useful academic resource for students and readers exploring business and marketing.
About This Book
Consumer Behavior: Building Marketing Strategy is a 14th-edition business and marketing text focused on the relationship between consumer behavior and marketing strategy.
The book is authored by David L. Mothersbaugh, Delbert I. Hawkins, Susan Bardi Kleiser, and Amit Mookerji.
It is intended for readers seeking an academic introduction to consumer behavior as part of marketing education and strategic planning.
This edition provides a structured resource for understanding the role of consumers in building marketing strategy.
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