In this new edition, we have intensified our emphasis on marketing strategy, using both a theoretical and applications-oriented approach. Always true believers in the marketing concept, we have tried our best to meet the needs of our own consumers—students, professors of consumer behavior, and marketing practitioners—by providing a text that is highly readable and that clearly explains the relevant and timely concepts on which the discipline of consumer behavior is based. We have supplemented this material with a great many real-world examples in order to demonstrate how consumer behavioral concepts are used by marketing practitioners to solve marketing problems and to develop and implement effective marketing strategies.

Part One Introduction
Part Two The Consumer as an Individual
Part Three Consumers in Their Social and Cultural Settings
Part Four The Consumer’s Decision-Making Process