Previously published by McGraw Hill, the authors have updated the fifth edition to deliver a more concise alternative (approximately 450 pages) to the old style exhaustive, encyclopedic approach of the major competitors. 5e covers the important areas that instructors want covered, but omits material less essential to the student’s education in consumer behavior. Reviewers liked the practical application of the chapter material. Also available: Lecture Guide and Study Guide. See Study Tools for more information about these popular study aids.