As a marketing consultant, you have been retained by the Walt Disney Company to design a study

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As a marketing consultant, you have been retained by the Walt Disney Company to design a study investigating how families make vacation decisions. Among the family members, whom would you interview? What kind of questions would you ask? How would you assess the relative power of each family member in making vacation-related decisions?

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Consumer Behavior

ISBN: 9780134734828

12th Edition

Authors: Leon Schiffman

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