RecordDetails
Oxford : Oxford University Press, [2018]
xxix, 492 pages : color illustrations ; 25 cm

The ideal introduction to consumer behavior offering complete coverage, worldwide examples, and marketing perspectives from a range of individuals and organizations. Leading research is woven throughout and complemented by practitioner insights, consumer insights, research insights, and case studies. This edition offers brand new coverage of ethics and sustainability, and enhanced coverage of digital consumer behavior. Extensively refreshed examples include interactive advertising on Snapchat, social media marketing by Maybelline in China, use of augmented technology by L'Oreal, and culturally reflective advertising by McCain.