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