Joseph Wisenblit, Leon Schiffman
Applications for analyzing customer behavior in a strategic way
The 12th edition of customer Behavior examines how effective marketing strategies are developed, planned, and put into action when customer behavior is examined and applied. This book prepares learners for professions in brand management, advertising, and consumer research with a focus on learning a variety of practical skills. The 12th Edition has undergone a substantial upgrade to cover current topics and trends, such as the function of new media, technical developments, and current ethical challenges facing the industry.