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Consumer Behavior: Building Marketing Strategy
Consumer Behavior Building Marketing Strategy
Author: Delbert Hawkins, David Mothersbaugh, Roger Best
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 o...  more »
ISBN-13: 9780073381107
ISBN-10: 0073381101
Publication Date: 1/30/2009
Pages: 832
Edition: 11
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Publisher: McGraw-Hill/Irwin
Book Type: Hardcover
Other Versions: Paperback
Members Wishing: 0
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