Consumer Behavior : Building Marketing Strategy
Consumer Behavior : Building Marketing Strategy
- ISBN 13:
9780073530048
- ISBN 10:
0073530042
- Edition: 12th
- Format: Hardcover
- Copyright: 02/24/2012
- Publisher: McGraw-Hill/Irwin
- Newer Edition
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Summary
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.