Synopsis
Consumer Behavior: Building Marketing Strategy builds on theory to provide students with a usable, strategic understanding of consumer behavior that acknowledges recent changes in internet, mobile and social media marketing, ethnic subcultures, internal and external influences, global marketing environments, and other emerging trends. Updated with strategy-based examples from an author team with a deep understanding of each principle's business applications, the fourteenth edition contains current and classic examples of both text and visual advertisements throughout to engage students and bring the material to life. Topics such as ethics and social issues in marketing as well as consumer insights are integrated throughout the text and cases. The 15th edition of Mothersbaugh/Hawkins is tech-forward in both format and content, featuring the Connect with SmartBook 2.0.
About the Authors
David L. Mothersbaugh, Ph.D., is Professor and Robert C. Morrow Faculty Fellow at The University of Alabama, where he has served as a faculty member or administrator for 27 years. David’s teaching and research are in the areas of consumer behavior, advertising, services marketing, and marketing strategy. David has published some 25 reference journal articles and conference proceedings, has won a number of research excellence awards, and has served on 17 dissertation committees. His teaching has earned him numerous awards at the undergraduate and executive education level. He is currently the Associate Dean for Undergraduate and International Programs at the Culverhouse College of Business where he oversees the development and deployment of various student engagement and success initiatives focusing on high-impact practices. David’s prior administrative roles at UA have also involved student-focused program development and include Marketing Department Head, Acting Director of Global Business, and Founding Director of the UA Services Marketing Program.
University Of Oregon
Susan Bardi Kleiser, Ph.D., is Teaching Professor in Marketing at the University of Notre Dame. Prior to joining the faculty in the Mendoza School of Business, she served as a faculty member for 17 years in the Neeley School of Business at Texas Christian University. Susan’s teaching and research interests include consumer decision making, marketing research and analytics, product and brand management, digital marketing and social media, as well as business ethics and international marketing. Her research has been published in numerous scholarly journals and conference proceedings in marketing, business, and psychology. Susan’s teaching portfolio, for which she has won a top teaching award, encompasses a wide variety of courses including international experiences in Europe and thesis advising. Susan has led and served on many academic committees, and actively serves in the community at large.
Del I. Hawkins, Ph.D., is Emeritus Professor of Marketing at the University of Oregon. Del is a specialist in the areas of marketing strategy, entrepreneurship, and consumer behavior. He has been involved extensively in global executive management training, has taught extensively around the world including Japan, Germany, and Grenada, and has won the outstanding MBA teaching award at Oregon several times. Del’s research has been published in many prestigious marketing journals and he authored two other textbooks in marketing research and research methods. Del has served in many high-level administrative roles at Oregon including Associate and Acting Dean of the Lundquist College of Business at the University of Oregon.
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