La 4è de couv. indique : "Consumer Behavior : Buying, Having, and Being increases the focus on buyer/seller transactions by addressing what happens before, during, and after a purchase. The key aim of the book is to capture the latest marketing trends -increase in « artisanal » products, moving away from « gender binarism », and evolving trends in fitness- that impact consumer behavior. The text explores and emphasizes how various factors influence consumption patterns, including cultural dynamics, gender roles, and ethics. The thirteenth edition marries a strong theoretical foundation with practical insights into the everyday practice of marketing, reinforced by Discuss and Apply questions at the end of each capter. New and updates features include : Marketing opportunity boxes that highlight the fascinating ways in which organizations have capitalized on marketing opportunities to generate large profits ; Consumer behavior challenge problems at the end of every chapter present students with current scenarios that marketers are dealing with. Students can work individually, in groups, or in a class discussion to talk through possible solutions to these challenges ; End-of-chapter case studies that examine companies accross the globe, helping students see the practical applications of consumer behavior. The cases reference brands that students know and love -L'Oreal Paris, KitKat, TOMS, KonMari, Lush, etc. ; Appendix : research methods that summarizes an array of methodologies to help students understand that there is more than one way to approach a challenging problem. Also available for purchase is MyLab marketing, an optional suite of course-management and assessment tools that allow instructors to set and deliver courses online. The MyLab includes bried essays on consumer behavior research by professors."
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