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Consumer Behavior and Marketing Strategy

Consumer Behavior and Marketing Strategy

ISBN 9780071121118
Edition 6 I.S.ed
Publisher McGraw-Hill Publishing Co.
Author(s)
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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