Consumer Behavior (The Macmillan Series in Marketing)

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9780023845918: Consumer Behavior (The Macmillan Series in Marketing)

For undergraduate- and graduate-level courses in Consumer Behavior and Consumer Psychology, offered in departments of Marketing, Psychology, Consumer Studies, and MBA programs. The authors' goal in Consumer Behavior, Fifth Edition is three-fold-(1) to provide a current, balanced, and interesting treatment of the field; (2) to fully integrate modern electronic technology into the learning and instruction processes; and (3) to provide students with a means of identifying the managerial relevance of the consumer behavior concepts.

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From the Publisher:

Consumer Behavior, Fourth Edition provides a comprehensive and balanced approach to consumer behavior interweaving managerial applications--all in a new full-color design. The Fourth Edition reflects the new directions in research and the current trends having the most impact on the field including increased coverage of consumer and marketing relationships, cross-cultural issues, business-to-business marketing, and social/ethical consumer issues.

From the Back Cover:

The authors' goal in Consumer Behavior, Fifth Edition is three-foldó(1) to provide a current, balanced, comprehensive, and treatment of the field; (2) to fully integrate modern electronic technology into the learning and applying processes; and (3) to provide students with a means of identifying the managerial relevance of the consumer behavior concepts.

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Mowen, John C.
Published by Macmillan Coll Div (1993)
ISBN 10: 0023845910 ISBN 13: 9780023845918
New Hardcover Quantity Available: 1
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Irish Booksellers
(Rumford, ME, U.S.A.)
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Book Description Macmillan Coll Div, 1993. Hardcover. Book Condition: New. book. Bookseller Inventory # 23845910

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