Hawkins, Del I.; Mothersbaugh, David L.; Best, Roger J.

About the Author

Hawkins, Del I., David L. Mothersbaugh, and Roger J. Best are respected contributors to the study of consumer behavior and marketing strategy. Their collaborative work connects marketing theory with practical frameworks for understanding how people make purchasing decisions, helping students and professionals interpret marketplace dynamics with greater clarity. Through accessible explanations, analytical perspective, and real-world relevance, they have shaped conversations about customer insight, strategic planning, and effective marketing practice. Their notable title, Consumer Behavior: Building Marketing Strategy, remains a useful resource for readers seeking a structured foundation in contemporary marketing thought and decision-making.