Consumer Behavior, Global Edition [Paperback] 12e by Schiffman

Product details Brand New Paperback: 512 pages Publisher: Pearson; 12 edition (9 Jan. 2019) Language: English ISBN-10: 1292269243 ISBN-13: 9781292269245 Product Dimensions: 21.6 x 2.9 x 27.6 cm Alternative US Edition For Reference Only ISBN-10: 0134734823 ISBN-13: 978-0134734828   Description Consumer Behavior, 12th Edition explores 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 students for careers in brand management, advertising, and consumer research. The 12th Edition 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.