Consumer Behavior, Global Edition: Consumer Behavior

Consumer Behavior, 12th Edition is a textbook for undergraduate and graduate courses in consumer behavior that emphasizes the development of practical skills for careers in brand management, advertising, and consumer research. It has been updated to address contemporary trends and issues.

Format: Paperback / softback
Length: 512 pages
Publication date: 09 January 2019
Publisher: Pearson Education Limited

Consumer Behaviour, 12th Edition is an essential resource for undergraduate and graduate courses in consumer behaviour. It delves into the crucial role of examining and applying consumer behaviour in the development, planning, and implementation of effective marketing strategies. This text aims to equip students with a diverse range of practical skills that will prepare them for careers in brand management, advertising, and consumer research. Recognising the evolving nature of the industry, the 12th Edition has undergone a significant update to address contemporary trends and issues. These include the profound impact of new media, technological advancements, and the growing ethical concerns that shape the field.

The book begins by providing an overview of consumer behaviour, encompassing the fundamental principles and theories that guide our understanding of consumer decision-making processes. It explores the various factors that influence consumer behaviour, such as personal characteristics, social influences, cultural norms, and environmental factors. By examining these factors, students gain insights into how marketers can effectively target and engage with consumers.

The 12th Edition also emphasises the importance of developing practical skills in consumer behaviour. It offers a comprehensive coverage of research methods, data analysis techniques, and market research techniques, enabling students to apply their knowledge to real-world situations. Through case studies and practical exercises, students learn how to apply theoretical concepts to practical scenarios and develop effective marketing strategies.

In addition to its theoretical and practical aspects, Consumer Behaviour, 12th Edition also addresses the ethical considerations that are inherent in the marketing industry. It explores the role of marketing in society, the impact of advertising on consumers, and the responsibilities of marketers in promoting ethical behaviour. By providing students with a comprehensive understanding of ethical issues, the book prepares them to navigate the complex ethical landscape of the marketing industry.

Overall, Consumer Behaviour, 12th Edition is an invaluable resource for students pursuing undergraduate and graduate courses in consumer behaviour. It provides a comprehensive and up-to-date understanding of consumer behaviour, marketing strategies, and ethical considerations. With its emphasis on practical skills and real-world applications, the book prepares students for successful careers in the dynamic and ever-changing field of marketing.

Weight: 1014g
Dimension: 217 x 276 x 18 (mm)
ISBN-13: 9781292269245
Edition number: 12 ed