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Consumer Behavior : Building Marketing Strategy

ISBN: 9780073530048 | 0073530042
Edition: 12th
Format: Hardcover
Publisher: McGraw-Hill/Irwin
Pub. Date: 2/24/2012

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Consumer Behavior: Building Marketing Strategyprovides students with a usable, strategic understanding of consumer behavior. The authors believe that knowledge of the factors that influence consumer behavior can, with practice, be used to develop sound marketing strategy. As a consequence, the text integrates theory, strategy-based examples, and application.

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