Consumer Behavior with DDB LifeStyle Study Data Disk (Consumer Behavior: Building Marketing Strategy)

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Consumer Behavior with DDB LifeStyle Study Data Disk (Consumer Behavior: Building Marketing Strategy) image
ISBN-10:

0077294106

ISBN-13:

9780077294106

Edition: 11
Released: Jan 27, 2009
Format: Hardcover, 778 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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