9780073530048

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

Note: Not guaranteed to come with supplemental materials (access cards, study guides, lab manuals, CDs, etc.)

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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.

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