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Consumer Behavior: Building Marketing Strategy, 12th Edition

ISBN: 9780071315128
Publisher: McGraw-Hill Education
Publication Date: 2012
Number of pages: 772
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  • Regular price $21.51

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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.

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