Buyer Behavior in Marketing Strategy

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9780136690115: Buyer Behavior in Marketing Strategy
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This text provides a foundation in the theory of consumer buying and its application to marketing practice. The Consumer Decision Model (CDM) as a framework for applying consumer buying theory into marketing practice is outlined. The text also shows how marketing strategies and plans can be based upon both qualitative analysis (theory) and quantitative analysis (modelling) - and yet still not require background in formal statistics.

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This text provides a solid foundation in the theory of consumer buying and its application to marketing practice.

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Howard, John A.
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ISBN 10: 0136690114 ISBN 13: 9780136690115
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Howard, John A.
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John A. Howard
Published by Prentice Hall (1994)
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