Author
Bindng
Consumer Behavior
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The popular CONSUMER BEHAVIOR, 7E draws key concepts from marketing, psychology, sociology, and anthropology to present a strong foundation and highly practical focus on realworld applications for today?s global business environment. With this new edition, you examine the latest research and current business practices with extensive coverage of social media influences, increased consumer power, and emerging neuroscience findings. You also study controversies in consumer decisionmaking involving money, goals, emotions, charity, health, materialism, and sustainability. This edition increases its emphasis on social responsibility and ethics in marketing, scrutinizing both the dark side and constructive possibilities. With even more realworld examples and thoughtprovoking application exercises, including new chapteropening examples and closing cases, CONSUMER BEHAVIOR, 7E provides a thorough, yet enjoyable guide that enables you to master the skills you need.
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