Consumer Behavior: Building Marketing Strategy, 12th Edition

Brand: McGraw-Hill/Irwin

  • $40.65
  • Save $612
  • Publish Date: 2012-02-24
  • Binding: Hardcover
  • Author: Delbert Hawkins;David Mothersbaugh

Attention: For textbook, access codes and supplements are not guaranteed with used items.

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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