LEON G. SCHIFFMAN / JOSEPH WISENBLIT
u003cpu003eu003ciu003eFor undergraduate and graduate courses in consumer behavior.u003c/iu003eu003c/pu003e u003cpu003e u003c/pu003e u003cpu003eu003cbu003eStrategic applications for understanding consumer behavioru003c/bu003eu003c/pu003e u003cpu003eu003cbu003eu003ciu003eConsumer Behavior,u003c/iu003eu003c/bu003e u003cbu003e12th Edition u003c/bu003eexplores how the examination and application of consumer behavior 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 readers for careers in brand management, advertising, and consumer research. The u003cbu003e12th Editionu003c/bu003e 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.u003c/pu003e