Consumer Behavior (12th Edition) | By Pearson by Leon G., Schiffman, Joe, Wisenblit, S. Ramesh, Kumar

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. Additionally, the present edition has been molded keeping in mind that the Indian marketing context has several unique aspects that are di¬erent from a developed market. The diversity and nuances of such a context have been captured in the backdrop of conceptual frameworks. 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 signi cantly updated to address contemporary trends and issues, including