1.1 Introduction
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Define consumer behavior and understand its vital role in the field of marketing.
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Distinguish the differences between individual and organizational consumer behavior.
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Understand the three nonprofit consumer types.
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Examine important consumer behavior theory concepts throughout history.
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Identify contemporary consumer behavior trends, thought leaders, and companies.
Whether you are beginning or advancing your marketing career, you must understand the complexities of consumer behavior in order to help your organization reach revenue goals. First, we will describe how consumer behavior drives our marketing strategies and provide you with the timeline of consumer behavior and marketing thought throughout history. Next, we will focus on the current era and identify the important consumer behavior trends, thought leaders, and companies to follow. These concepts will lay the foundation for the rest of the textbook and become the core of your professional development in marketing.