Consumer behavior: building marketing strategy (Eleventh Edition)

Marketing attempts to infl uence the way consumers behave. These attempts have implications for the orga- nizations making them, the consumers they are trying to infl uence, and the society in which these attempts occur. We are all consumers and we are all members of society, so consumer behavior and attempts to infl u- ence it are critical to all of us. This text is designed to provide …