Consumer Behavior, Global Edition by Leon G. Schiffman and Joseph Wisenblit is an English-language textbook on consumer behavior. This book is intended for students in higher education and covers the theory and practice of consumer behavior.
This 12th edition focuses on the role of consumer behavior within marketing strategies. The book discusses current developments such as new media, technological innovations, and ethical issues in the industry. The content supports programs in areas such as sales, marketing, brand management, advertising, and consumer research.
The textbook aligns with fields such as Sales and Marketing and Business & Economics, with an emphasis on sales and marketing in general.