Consumer Behavior: Building Market Strategy

Provides students with an understanding of consumer behavior. This title states that knowledge of the factors that influence consumer behavior can, with practice, be used to develop sound marketing strategy. It integrates theory, strategy-based examples, and application. Consumer Behavior: Building Marketing Strategy provides students with a usable, strategic understanding of consumer behavior. The authors believe that knowledge of the factors that influence consumer behavior can, with practice, be used to develop sound marketing strategy. As a consequence, the text integrates theory, strategy-based examples, and application.

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