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.

In this volume the personal journey of why a nurse chose to leave Acute Care nursing to be involved in Palliative Care nursing connect with a broader culture of Palliative Care nursing by interviewing those who chose palliative care nursing and examine the reasons for changes in careers from acute, curing based, nursing to Palliative Caring for those in end of life nursing. The longest section of the study travels the world of Palliative nursing with participant observers. It is about the actively working nurse and includes extensive analytical discussion of an attempt to understand the sense of professional change, and the significance of beliefs for the reasoning behind vocational transformation. The second section examines the interviews, the third addresses the heart of the research question and examines nursing moving from a curing model to a caring only approach when death of the patient is inevitable. The volume ends with a letter written by the author to her sons asking them to be there when her time comes at the end of life through a life limiting illness and requests her sons and the Palliative Care professionals observe her final wishes.

'Death is inevitable-none of us will escape it. Ending life with a terminal illness is a slow and rather lonely process. I am interested in the question of why some nurses choose to work in the field of palliative care. I am one who willingly stepped into the role of being with patients at their most vulnerable time -when death became inevitable. My nursing history has spanned fifty years, of which the last twenty were in palliative care of terminally ill and dying patients. What was it that influenced me to move from a curing model to comfort caring only? My work is an account of how I discovered palliative care nursing after thirty years in the acute-care setting. I migrated to Australia at the age of seventeen after the violence of World War II and the death of my father in a refugee camp. It seemed that taking on nursing was the best way to settle into a new life. I was happy with general nursing but had a feeling that there was more I could contribute to my patient care. My mother's unexpected death with cancer was responsible for showing the way. She died in the hospice unit of the hospital where I was employed. Sitting by her side showed me another aspect of nursing that attracted me to a career change. I transferred to the Hospice after mother died and remained there for twenty years. Naturally I wondered why this change of direction happened.' - Susan Bardy

'Death is inevitable-none of us will escape it. Ending life with a terminal illness is a slow and rather lonely process. I am interested in the question of why some nurses choose to work in the field of palliative care. I am one who willingly stepped into the role of being with patients at their most vulnerable time -when death became inevitable. My nursing history has spanned fifty years, of which the last twenty were in palliative care of terminally ill and dying patients. What was it that influenced me to move from a curing model to comfort caring only? My work is an account of how I discovered palliative care nursing after thirty years in the acute-care setting. I migrated to Australia at the age of seventeen after the violence of World War II and the death of my father in a refugee camp. It seemed that taking on nursing was the best way to settle into a new life. I was happy with general nursing but had a feeling that there was more I could contribute to my patient care. My mother's unexpected death with cancer was responsible for showing the way. She died in the hospice unit of the hospital where I was employed. Sitting by her side showed me another aspect of nursing that attracted me to a career change. I transferred to the Hospice after mother died and remained there for twenty years. Naturally I wondered why this change of direction happened.' - Susan Bardy

In this volume the personal journey of why a nurse chose to leave Acute Care nursing to be involved in Palliative Care nursing connect with a broader culture of Palliative Care nursing by interviewing those who chose palliative care nursing and examine the reasons for changes in careers from acute, curing based, nursing to Palliative Caring for those in end of life nursing. The longest section of the study travels the world of Palliative nursing with participant observers. It is about the actively working nurse and includes extensive analytical discussion of an attempt to understand the sense of professional change, and the significance of beliefs for the reasoning behind vocational transformation. The second section examines the interviews, the third addresses the heart of the research question and examines nursing moving from a curing model to a caring only approach when death of the patient is inevitable. The volume ends with a letter written by the author to her sons asking them to be there when her time comes at the end of life through a life limiting illness and requests her sons and the Palliative Care professionals observe her final wishes.