Consumer Behavior and Marketing Strategy (Irwin Series in Marketing)

Peter, J. Paul

ISBN 10: 0256079617 / ISBN 13: 9780256079616

Edité par Irwin Professional Publishing, 1990

A propos de cet article

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Détails bibliographiques

• Titre: Consumer Behavior and Marketing Strategy (Irwin Series in Marketing)
• Éditeur: Irwin Professional Publishing
• Date de parution: 1990
• Langue: anglais
• ISBN à 10 chiffres: 0256079617
• ISBN à 13 chiffres: 9780256079616
• Reliure: paperback
• Édition: 2ème Édition
• État de l'article: Good

A propos de ce titre

Synopsis

Book by Peter J Paul

Présentation de l'éditeur

Consumer Behaviour and Marketing Strategy, European Edition is the European version of the very successful US text now in it's seventh edition. The academic rigour which distinguished this book from its competitors is retained as is the basic structure. Cognitive, behavioural and environmental approaches to the analysis of consumer behaviour receives a balanced and integrated treatment. This European edition draws on the latest consumer research and applies it to the marketing problems of European companies. All concepts are viewed from a marketing management perspective.