Consumer Behavior and Marketing Strategy

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Consumer Behavior and Marketing Strategy

ISBN : 9780071121118
Publisher : McGraw-Hill Publishing Co.
Author(s) :
Edition : 6 I.S.ed
Overview This text provides students with the knowledge and skills necessary to perform consumer analyses that can be used for understanding markets and developing effective marketing strategies. It also provides the "Wheel of Consumer Analysis", a tool to help readers understand how consumer affect and cognition, consumer behaviour, consumer environment and marketing strategies interact.

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