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Consumer Behavior: Building Marketing Strategy
Author Information
Delbert Hawkins, David Mothersbaugh, Roger BestProduct Details
ISBN: 9780073530048Publish Date: 02/24/2012
Publisher: McGraw-Hill/Irwin
Number of pages: 832
Description
Consumer Behavior: Building Marketing Strategy provides 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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