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Consumer Behavior: Building Marketing Strategy
Consumer Behavior Building Marketing Strategy
Author: Hawkins
This book is 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 o...  more »
ISBN-13: 9780070171008
ISBN-10: 0070171009
Publication Date: 2/1/2009
Edition: 11th Revised edition
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Publisher: McGraw Hill Higher Education
Book Type: Paperback
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