Marketing and Consumer Behavior: Concepts, Methodologies, Tools, and Applications

As marketing professionals look for ever more effective ways to promote their goods and services to customers, a thorough understanding of customer needs and the ability to predict a target audience's reaction to advertising campaigns is essential.

Marketing and Consumer Behavior explores cutting-edge advancements in marketing strategies as well as the development and design considerations integral to the successful analysis of consumer trends.

Including both in-depth case studies and theoretical discussions, this comprehensive four-volume reference is a necessary resource for business leaders and marketing managers, students and educators, and advertisers looking to expand the reach of their target market.