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ISBN-10: 0071315128

ISBN-13: 9780071315128

Edition: N/A

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Description:

Consumer Behavior: Building Marketing Strategyprovides students with a usable, strategic understanding of consumer behavior. The authors believe that knowledge of the factors that influence consumer behavior can, with practice, be used to develop sound marketing strategy. As a consequence, the text integrates theory, strategy-based examples, and application.
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