The third edition of this market-leading text retains a strategic focus on the critical importance of the consumer decision-making process. The authors blend theory with application in a way that enables students to understand how strategy can drive and affect practical marketing decisions. This text provides students with a broad understanding of what drives a range of consumption decisions, and equips them with the knowledge they will need in professional practice. Comprehensive examples of relevant marketing and advertising campaigns enrich the text and help reinforce the key concepts. Since e-commerce and Internet technology has become an integral part of conducting business, the authors discuss the relevance of technology as a vehicle for reaching the consumer, its role in consumer research, the development of marketing strategy, and its impact on the globalisation of consumer markets, throughout the text.

(view table of contents)

Consumer Behavior, 9/e, by Hawkins, Best, & Coney offers balanced coverage of consumer behavior including the psychological, social, and managerial implications. The new edition features current and exciting examples that are tied into global and technology consumer behavior issues and trends, a solid foundation in marketing strategy, integrated coverage of ethical/social issues and outlines the consumer decision process. This text is known for its ability to link topics back to marketing decision-making and strategic planning which gives students the foundation to understanding consumer behavior which will make them better consumers and better marketers.

Consumer Behavior: Building Marketing Strategy Book Only

The third edition of this market-leading text retains a strategic focus on the critical importance of the consumer decision-making process. The authors blend theory with application in a way that enables students to understand how strategy can drive and affect practical marketing decisions. This text provides students with a broad understanding of what drives a range of consumption decisions, and equips them with the knowledge they will need in professional practice. Comprehensive examples of relevant marketing and advertising campaigns enrich the text and help reinforce the key concepts. Since e-commerce and Internet technology has become an integral part of conducting business, the authors discuss the relevance of technology as a vehicle for reaching the consumer, its role in consumer research, the development of marketing strategy, and its impact on the globalisation of consumer markets, throughout the text.

Product Description: Hawkins offers balanced coverage of consumer behavior including psychological, social, and managerial implications. The new edition offers exciting and extremely current examples. This author team is best known for their ability to tie the topics back to marketing decision making and strategic planning...read more

Product Description: A guide to marketing and consumer behaviour using a simplified framework of affect and cognition, behaviour and environment, with marketing strategy integrated throughout.

Product Description: "Consumer Behaviour, 4/e", is written as an introduction to consumer behaviour for the advanced marketing student and is comprehensive and challenging enough to be used at both the graduate and undergraduate levels. It starts with a macro approach, moving in a logical progression from the societal (extremal influences) to the level of the individual, and incorporates marketing realism by emphasizing the application of concepts using questions, projects and cases for discussion and student decision making...read more