This well-established and widely-acclaimed book, now in its Ninth Edition, has been thoroughly updated and revised. It focuses attention on critical consumer behavior concepts and highlights the linkages between interrelated principles and processes. The emphasis on marketing strategy has been intensified, using both theoretical and applications-oriented approach. The text is supplemented with 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. The author clearly explains the relevant and timely concepts on which the discipline of consumer behavior is based. Students of management and practicing managers will find the book extremely