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Consumer Behavior(1st Edition)
Authors:
Ramesh Kumar, S.; Schiffman, Leon G.; Wisenblit, Joseph
Cover Type:Hardcover
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Book details
ISBN: 9789332537644
Book publisher: Pearson India
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Book Summary: This book explores how the examination and application of consumer behavior is central to the planning, development, and implementation of marketing strategies. This text bring Concepts to life with New Cases and End-of-chapter Cases: Not only have several new cases been added throughout this edition, but two additional cases also appear at the end of every chapter. These new end-of-chapter cases show students the real-life application of the concepts just covered so that they can see how real companies use consumer behavior to create marketing strategies.
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