大力推薦好書五

Consumer Behavior：Building Marketing Strategy (第12版)

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　　Consumer Behavior: Building Marketing Strategy provides students with a usable, strategic understanding of consumer behavior. The authors believe that knowledge of the factors that influence consumer behavior can, with practice, be used to develop sound marketing strategy. As a consequence, the text integrates theory, strategy-based examples, and application.

　　Features:
　　1.The 12th Edition has 9 new market segmentation schemes ranging from green marketing to technology to global luxury. This is an addition to the four segmentation schemes that were part of the 11th Edition.

　　2.Added Learning Objectives to all chapters and associated learning and teaching aid. Each chapter starts with a set of learning objectives linked to key learning outcomes which are then integrated throughout the text and in other learning and teaching resources.

　　3.30 new global examples

作者簡介

Del I. Hawkins

　　現職：University of Oregon

David L. Mothersbaugh

　　現職：University of Alabama