Top-notch coverage of new trends in consumer behavior
路 The latest examples and trending terms, including the 鈥渋nternet of things,鈥� 鈥減roduct curators,鈥� and 鈥渄adchelor parties,鈥� are incorporated throughout the text. Chapter openers center around practical social media use and other consumer behavior applications that students currently engage in.
路 Examples, cases, and research studies in this edition have been updated to better address the rapidly changing trends in consumer behavior.
Relevant research turns concepts into applications you can use today
路 Marketing Opportunity boxes highlight the fascinating ways in which organizations have capitalized on a marketing opportunity to generate large profits in a way that hasn鈥檛 been done before.
路 End-of-Chapter Case Studies examine companies across the globe, helping students to see the practical applications of consumer behavior. Half of these Case Studies are new or very significantly revised from the previous edition.
路 4 End-of-Section Data Assignments include real data sets from market research company, GfK, and tie together concepts across the chapters in each section. These assignments ask students to work with these data sets to analyze consumer behavior and make strategic marketing decisions.
MyLab鈩� Marketing is not included. Students, if 色猫AV MyLab Marketing is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN. 色猫AV MyLab Marketing should only be purchased when required by an instructor. Instructors, contact your 色猫AV representative for more information.
路 色猫AV eText is a simple-to-use, mobile-optimized, personalized reading experience available within MyLab. It lets students highlight, take notes, and review key vocabulary all in one place 鈥� even when offline. Seamlessly integrated videos and other rich media engage students and give them access to the help they need, when they need it. Educators can easily share their own notes with students so they see the connection between their eText and what they learn in class.
路 Dynamic Study Modules use the latest developments in cognitive science and help students study chapter topics by adapting to their performance in real time.
