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Consumer Behavior : Building Marketing Strategies | 13th Edition

Consumer Behavior : Building Marketing Strategies | 13th Edition

          
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About the Book

About the Author

Product Description New 13th edition of consumer behavior: building marketing strategy is designed to provide an understanding of consumer behavior. A primary purpose of this text is to provide the student with a usable, managerial understanding of consumer behavior. This book is based on the belief that knowledge of the factors that influence consumer behavior can, with practice, be used to develop sound marketing strategy. This book continues its emphasis on marketing strategies influenced by culture, values, demography, society, etc..About the AuthorDavid L. Mothersbaugh, Ph.D., is Professor and Robert C. Morrow Faculty Fellow at The University of Alabama, where he has served as a faculty member or administrator for 24 years. David 's teaching and research are in the areas of consumer behavior, advertising, services marketing, and marketing strategy. David has published some 25 refereed journal articles and conference proceedings, has won a number of research excellence awards, and has served on 17 dissertation committees. He is currently the Associate Dean for Undergraduate and International Programs at the Culverhouse College of Business where he oversees the development and deployment of various student engagement and success initiatives. Del I. Hawkins, Ph.D., is Emeritus Professor of Marketing at the University of Oregon. Del is a specialist in the areas of marketing strategy, entrepreneurship, and consumer behavior. He has been involved extensively in global executive management training, has taught extensively around the world including Japan, Germany, and Grenada, and has won the outstanding MBA teaching award at Oregon several times. Amit Mookerjee, a PhD in Management, from the ML Sukhadia University, Udaipur, is a professor at Delhi Technological University, East Delhi Campus, University School of Management and Entrepreneurship and is on deputation from IIM Lucknow. In the recent past he has worked with the Center for Macro Consumer Research, NCAER as the Head of Analytics and Research, and has led the Center in the latter part of the tenure, completing the major research project on National Household Survey of Income and Expenditure: Living in India 2011, surveying over half a million households. He has also served as the program chair of the PGPM for Working Executives (WMP) at the IIM-L Noida Campus, and held the BPCL Chair Professorship, a research chair instituted at IIM Lucknow by BPCL in the area of Customer Care during 2010-11.


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Product Details
  • ISBN-13: 9789389538052
  • Publisher: McGraw-Hill
  • Binding: Paperback
  • Height: 40 mm
  • No of Pages: 960
  • ISBN-10: 938953805X
  • Publisher Date: 10 Dec 2019
  • Edition: Thirteenth
  • Language: English
  • Width: 140 mm


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