Consumer Behavior: Building Marketing Strategy (with DDB Needham Data Disk)

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9780072416886: Consumer Behavior: Building Marketing Strategy (with DDB Needham Data Disk)

Hawkins offers balanced coverage of consumer behavior including psychological, social, and managerial implications. The new edition offers exciting and extremely current examples. This author team is best known for their ability to tie the topics back to marketing decision making and strategic planning.

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About the Author:

Best is Professor of Marketing at the University of Oregon. He earned a Bachelor of Science in Electrical Engineering from California State Polytechnic University in 1968. Following graduation, he joined General Electric where he worked in both engineering and product management. In 1971, he received a patent for a product he invented while with GE. He completed his MBA in 1972 and went on to complete his Ph.D. in Business at the University of Oregon in 1975. Over the past 25 years, he has published many academic articles. Most recently, Dr. Best has developed the Marketing Excellence Survey.

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