Consumer Behavior – Buying, Having, Being 14th Edition

• Consumer Behavior: Buying, Having, Being 14th Edition

• ISBN: 9780137865093
• Language: English
• Publisher: Pearson
• Subjects: Consumer Behavior, Marketing, Business
• Target Audience: Students of Marketing, MBA Students, Business Professionals

Consumer Behavior: Buying, Having, and Being, Fourteenth Edition explores how consumer behavior impacts marketing strategies. This comprehensive text delves into the psychological, social, and cultural factors influencing consumer decisions, providing a deep understanding of the consumer mindset. It examines the stages of the consumer buying process and analyzes how marketers can effectively target consumers through strategic marketing campaigns. Covering motivation, perception, learning, attitudes, and group influence, the book uses real-world examples and case studies to illustrate key concepts and their application in today’s dynamic marketplace. Updated with the latest research and trends, the Fourteenth Edition is an essential resource for students and professionals seeking to master the principles of consumer behavior and develop successful marketing strategies.