Items related to Consumer Behavior and Marketing Action
Synopsis
This text takes a managerial approach to consumer behavior, and is highly regarded and respected in its approach group. Specific acknowledgment and increased coverage of the macro approach is included in the new edition.
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Synopsis
Combines the conceptual foundations derived from the social sciences with the applications orientation derived from marketing in order to demonstrate that, if consumer needs drive marketing strategies, a better understanding of these needs should be the foundation for strategy development.
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