0 of 2 people found the following review helpful
Interesting that after six editions I'm the first.,
This review is from: Consumer Behavior: Building Marketing Strategy (Mcgraw-Hill/Irwin Series in Marketing) (Hardcover)
This book is a must read for any student in a graduate Integrated Marketing and Communications course. I especially found chapter 20 on marketing ethics informative and usefull for any individual planning on making marketing a career. The graphics are colorful and subject matter is presented in a useful and interesting manner. The questions and discussion formats at the end of the chapter make this textbook an easy use for instructors. Questions for discussion and assignments can be used directly from the book to the students. Makes homework interesting for the class and a snap for the teacher.