Consumer Behavior
Released: Jan 01, 1997
Publisher: Prentice Hall College Div.
Format: Hardcover, 672 pages
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Description:
This sixth edition uses a marketing segmentation approach to convey the essence of consumer behaviour and to connect psychological, sociocultural, and decision-making aspects of consumer behaviour. The authors explain what consumer behaviour variables are, types and importance of consumer research, and problems in performing research.
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