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Consumer Behavior : Buying, Having, and Being

ISBN: 9780136015963 | 0136015964
Edition: 8th
Format: Hardcover
Publisher: Prentice Hall
Pub. Date: 1/1/2009

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Solomon goes beyond the discussion of why people buy things and explores how products, services, and consumption activities contribute to shape peoplers"s social experiences. Social networking, sensory marketing, illusion of truth effect, interactive mobile marketing, cross-cultural value differences, impression management, doppelganger brand image, red campaign, CSR, low literate consumer, crowdsourcing, and multigenerational marketing. For marketing professionals to understand the latest trends in consumer behavior.

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