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Important marketing and industrial psychology concepts are applied to southern African business scenarios in this overview of consumer behavior. Case studies, applications, and research findings illustrate market characteristics of consumer movitation, attitudes, and loyalty. Information is presented on creating market value for the consumer by using smart marketing strategies that consider the role of family-based decision making, organizational buying behavior, and relationship-based buying.
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M. C. Cant is the head of the marketing department at the University of South Africa-Pretoria. C. H. van Heerden is a senior lecturer in the department of marketing and communication at the University of Pretoria.
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