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ISBN-13 9780077325053ISBN-10 0077325052
ISBN-10 0073530042ISBN-13 9780073530048
Author(s): Hawkins, Delbert; Mothersbaugh, David; Best, Roger
Publisher: McGraw-Hill Higher Education
Copyright year: © 2013 Pages: 832

Consumer Behavior: Building Marketing Strategy provides students with a usable, strategic understanding of consumer behavior. The authors believe that knowledge of the factors that influence consumer behavior can, with practice, be used to develop sound marketing strategy. As a consequence, the text integrates theory, strategy-based examples, and application.