Consumer Behavior Building Marketing Strategy

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Consumer Behavior Building Marketing Strategy image
ISBN-10:

0071318178

ISBN-13:

9780071318174

Edition: 12th Revised edition
Released: Jan 01, 2012
Format: Paperback, 832 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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