Consumer Behavior (5th Edition)

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9780137371150: Consumer Behavior (5th Edition)

Intended for an undergraduate audience, this text covers the theory and practice of advertising and promotion.

"synopsis" may belong to another edition of this title.

From the Publisher:

Consumer Behavior, Fourth Edition provides a comprehensive and balanced approach to consumer behavior interweaving managerial applications--all in a new full-color design. The Fourth Edition reflects the new directions in research and the current trends having the most impact on the field including increased coverage of consumer and marketing relationships, cross-cultural issues, business-to-business marketing, and social/ethical consumer issues.

From the Back Cover:

The authors' goal in Consumer Behavior, Fifth Edition is three-fold—(1) to provide a current, balanced, comprehensive, and treatment of the field; (2) to fully integrate modern electronic technology into the learning and applying processes; and (3) to provide students with a means of identifying the managerial relevance of the consumer behavior concepts.

"About this title" may belong to another edition of this title.

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