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The third edition of this market-leading text retains a strategic focus on the critical importance of the consumer decision-making process. The authors blend theory with application in a way that enables students to understand how strategy can drive and affect practical marketing decisions. This text provides students with a broad understanding of what drives a range of consumption decisions, and equips them with the knowledge they will need in professional practice. Comprehensive examples of relevant marketing and advertising campaigns enrich the text and help reinforce the key concepts. Since e-commerce and Internet technology has become an integral part of conducting business, the authors discuss the relevance of technology as a vehicle for reaching the consumer, its role in consumer research, the development of marketing strategy, and its impact on the globalisation of consumer markets, throughout the text.
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Book Description Richard D Irwin, 1995. Condition: Good. 6th Edition. Shows some signs of wear, and may have some markings on the inside. Seller Inventory # GRP12915812
Book Description Richard d Irwin. Hardcover. Condition: GOOD. Spine creases, wear to binding and pages from reading. May contain limited notes, underlining or highlighting that does affect the text. Possible ex library copy, thatâ€™ll have the markings and stickers associated from the library. Accessories such as CD, codes, toys, may not be included. Seller Inventory # 2569698155
Book Description McGraw-Hill School Education Group. Hardcover. Condition: Good. Book shows minor use. Cover and Binding have minimal wear and the pages have only minimal creases. Seller Inventory # G0256139725I3N00
Book Description Richard D Irwin, 1995. Condition: Very Good. 6th Edition. Ships from the UK. Former Library book. Great condition for a used book! Minimal wear. Seller Inventory # GRP81602707
Book Description Richard d Irwin. Hardcover. Condition: Good. 0256139725 Good Condition. Has writing/highlighting. Five star seller - Buy with confidence!. Seller Inventory # Z0256139725Z3
Book Description Richard D Irwin, 1995. Hardcover. Condition: Used: Good. Seller Inventory # SONG0256139725
Book Description Richard d Irwin, 1995. Hardcover. Condition: Good. Subsequent. Ships with Tracking Number! INTERNATIONAL WORLDWIDE Shipping available. May not contain Access Codes or Supplements. May be ex-library. Shipping & Handling by region. Buy with confidence, excellent customer service!. Seller Inventory # 0256139725