Consumer behavior

dc.contributor.author	Schiffman, Leon G.
dc.contributor.author	Wisenblit, Joe
dc.date.issued	2019
dc.identifier.isbn	1-292-26924-3
dc.identifier.isbn	978-1-292-26924-5
dc.identifier.uri	https://thuvienso.hoasen.edu.vn/handle/123456789/13136
dc.description.abstract	This book explores how the examination and application of consumer behaviour is central to the planning, development, and implementation of successful marketing strategies. With an emphasis on developing a variety of useful skills, this text prepares students for careers in brand management, advertising, and consumer research. The 12th edition has been significantly updated to address contemporary trends and issues, including the role of new media, technological advances, and recent ethical concerns affecting the industry.
dc.format	508 p. : ill.
dc.language.iso	en
dc.publisher	Pearson
dc.subject	Consumer behavior
dc.subject	Marketing
dc.title	Consumer behavior
dc.type	Book
dc.description.version	12th edition (global edition)