Consumer Behavior: Building Marketing Strategy

Consumer Behavior: Building Marketing Strategy, 15th Edition, by David L. Mothersbaugh, Susan Bardi Kleiser, and Delbert I. Hawkins, presents a theoretical foundation designed to guide strategic decision-making. The textbook builds directly on core theoretical concepts to assist students in developing a structured understanding of consumer actions and organizational strategies.

The content incorporates key factors shaping consumer actions, detailing both internal and external influences. Analysis extends to how ethnic subcultures impact market dynamics, while also contextualizing buyer actions inside complex global marketing environments.

Additionally, the volume addresses evolving developments across internet, mobile, and social media marketing channels. This theoretical and practical focus prepares students to analyze dynamic consumer contexts.