Titre: Consumer Behavior and Marketing Strategy (The Irwin series in marketing)
�diteur: McGraw-Hill Education
Date de parution: 1990
Langue: anglais
ISBN � 10 chiffres: 0256079617
ISBN � 13 chiffres: 9780256079616
Reliure: Paperback
�dition: 2�me �dition
�tat de l'article: Good

A propos de ce titre

Synopsis

Book by Peter J Paul

Pr�sentation de l'�diteur

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.

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