Consumer Behavior: Building Marketing Strategy (Irwin/Mcgraw-Hill Series in Marketing)

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9780256218954: Consumer Behavior: Building Marketing Strategy (Irwin/Mcgraw-Hill Series in Marketing)

The aim of this text is to give students the knowledge and skills necessary to perform detailed consumer analysis, in order to understand markets and develop strategies. It covers ethics, global topics, demographics, sub-cultures, technology and includes exercises and case studies.

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