
Consumer Behavior: Building Market Strategy
Author: Hawkins, Delbert I
ISBN: 9780071315128
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RM102.00
Publisher,McGraw-Hill Higher Education
Publication Date,
Format, Paperback
Weight, 420 g
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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