For courses in marketing management or marketing strategy. A focus on how marketing performance, profitability, and strategies affect profit. Measuring performance and profitability in marketing is becoming more and more important in the business world. Best focuses on marketing performance, and profitability, and the role marketing strategies play in building the profits of a business. This edition further builds on the metrics and analytics focus, while incorporating the rise of technology in marketing.

Consumer Behavior: Building Marketing Strategy builds on theory to provide students with a usable, strategic understanding of consumer behavior that acknowledges recent changes in internet, mobile and social media marketing, ethnic subcultures, internal and external influences, global marketing environments, and other emerging trends. Updated with strategy-based examples from an author team with a deep understanding of each principle's business applications, the fourteenth edition contains current and classic examples of both text and visual advertisements throughout to engage students and bring the material to life. Topics such as ethics and social issues in marketing as well as consumer insights are integrated throughout the text and cases. The 15th edition of Mothersbaugh/Hawkins is tech-forward in both format and content, featuring the Connect with SmartBook 2.0.

We all can choose where we want to live and do business. So whether we are sitting here in Little Rock, or somewhere else, it's what's inside of us that makes the difference. People want to do business with people they know, like and trust. That is the difference We are here because we want to be in this community. We want to support local business and the community. We want to give back and make Little Rock a better place for everyone. It's not that Little Rock drew us... we came because of relationships, the environment and the community. And now that we're here, we love it and want to see it grow. Our hope is that you'll join us in our optimism. Whether or not Little Rock is recognized by the media as a great place to live and do business, you and I know that it is. As long as we are able, we intend to invest in local business, the schools, the arts and serving those less fortunate. We believe this is the path to making any city a better place to live and work. Having a Big Business in Little Rock is more about treating people right and giving back. It's not the revenue we're talking about, but the avenue of investing our lives into the lives of others. We hope you thoroughly enjoy reading our ramblings. You probably won't see us on the NY Times Best Seller list any time soon, but more important than that, you will see us around town and involved in the community. That's how good cities become great cities - when people get involved. Thanks for reading Big Business in Little Rock. Roger Best Jason Everett Mike Davidson J. Ted Lewis Mike BennettMichael DeLon