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Consumer Behavior

Consumer Behavior

ISBN 9780073404769
Edition 9
Publication Date
Publisher McGraw Hill Higher Education
Author(s)
Overview
This book takes a strategic look at consumer behavior in order to guide successful marketing activities. The Wheel of Consumer Analysis is the organizing factor in the book. The four major parts of the wheel are consumer affect and cognition, consumer behavior, consumer environment, and marketing strategy. Each of these components is the topic of one of the four major sections in the book.

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