CB Consumer Behavior
Book Summary:
This text book is written with the reader in mind and that its concepts and principles are explained in terms understandable to its readers. The topics have been selected to provide a foundation for analyzing consumer behavior and to be managerially and personally relevant in a wide variety of activities throughout the career. Many books provide an overview of consumer behavior topics but this book describes the topics in sufficient detail, which one can apply to one’s career and life alike. In most instances, the topics in the book are accompanied by real-world examples to help see the relevance of theory in developing the strategy and tactics that create effective marketing programs.
ISBN’s: 9781305403222, 9781305577244
Authors:
Barry J. Babin, Eric G. Harris
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