Consumer Behavior: Building Marketing Strategy
By Motherbaugh & Mookerjee Hawkins.
Description
Consumer behavior: building marketing strategy provides 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. - from Amzon
ISBN(s)
9351344797, 9789350094433, 9789351344797
