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Consumer Behavior by Delbert I. Hawkins, David L Mothersbaugh, Roger J. Best
  

Consumer Behavior

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RRP £47.01

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Synopsis

Consumer Behavior by Delbert I. Hawkins, David L Mothersbaugh, Roger J. Best

This book is a strategic look at consumer behavior in order to guide successful marketing activities. The Wheel of Consumer Analysis is the organizing factor in the book. The four major parts of the wheel are consumer affect and cognition, consumer behavior, consumer environment, and marketing strategy. Each of these components is the topic of one of the four major sections in the book.

About the Author

Del is C. H. Lundquist Professor of Marketing and Chair of the Marketing Department at the University of Oregon

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Book Info

Publication date

1st February 2009

Author

Delbert I. Hawkins, David L Mothersbaugh, Roger J. Best

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Publisher

McGraw Hill Higher Education an imprint of McGraw-Hill Education - Europe

Format

Mixed media product
Contains Paperback and CD-ROM

Categories

Market research

ISBN

9780071288415

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