Consumer Behavior: Building Marketing Strategy, 11th Edition by Hawkins (2009-02-01)

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Consumer Behavior: Building Marketing Strategy, 11th Edition by Hawkins (2009-02-01) image
ISBN-10:

0070171009

ISBN-13:

9780070171008

Author(s): Hawkins
Edition: 11Rev Ed
Released: Jan 01, 2009
Format: Paperback, 0 pages

Description:

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 one of the four major sections in the book.

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