Consumer Behaviour for Marketing Decisions

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9780133593167: Consumer Behaviour for Marketing Decisions

A higher level text emphasising research on consumer processes and issues that concern markets. The approach draws heavily on recent research but the origins of consumer behaviour problems are also covered. Instructor's Manual is available

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This is an, up-to-date detailed guide to the most important issues in consumer behavior.This text emphasizes recent research on consumer processes and issues, with a more behavioral orientation than many other texts. It introduces the fundamentals of consumer behavior, then covers loyalty, brand equity and brand extension issues; the impact of price and sales promotion; the attitudes, beliefs and intentions that drive consumer purchase -- and how to predict them. It discusses the mechanics of customer satisfaction and customer complaints; the psycholog of the retail setting, and the response to advertising. Many exercises are included to reinforce learning.This book is for all practicing professionals and advanced students in consumer marketing.

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Robert East
Published by Prentice Hall (1997)
ISBN 10: 0133593169 ISBN 13: 9780133593167
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Book Description Prentice Hall, 1997. Textbook Binding. Book Condition: New. book. Bookseller Inventory # M0133593169

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East
Published by Financial Times/ Prentice Hall (1997)
ISBN 10: 0133593169 ISBN 13: 9780133593167
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Book Description Financial Times/ Prentice Hall, 1997. Textbook Binding. Book Condition: Brand New. 384 pages. 9.13x6.77x0.87 inches. In Stock. Bookseller Inventory # zk0133593169

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