Readings on Market-Driving Strategies: Towards a New Theory of Competitive Advantage

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9780321014139: Readings on Market-Driving Strategies: Towards a New Theory of Competitive Advantage

Examining the links between consumer behavior and marketing strategy, this reader brings to light the behavioral foundations of competitive brand strategy. The authors gather and explore classic and contemporary views of consumer judgment and decision-making. Suitable for a market strategies course as well as a course or seminar on consumer behavior.

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Carpenter, Gregory S. (Editor)/ Glazer, Rashi (Editor)/ Nakamoto, Kent (Editor)
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ISBN 10: 0321014138 ISBN 13: 9780321014139
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Gregory Carpenter; Rashi Glazer; Kent Nakamoto
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