For undergraduate or first year MBA students.
This revision of a classic text retains the market segmentation approach that has set the standard for consumer behavior study through 6 editions.
"synopsis" may belong to another edition of this title.
Taking a "market segmentation approach", this text balances consumer behaviour concepts with research and applied marketing techniques. For the seventh edition the strategic marketing perspective has been intensified, and there are practical examples, drawn mainly from the hi-tech industries.
"About this title" may belong to another edition of this title.
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