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.
- ISBN13 9789814607537
- Publish Date 16 April 2012
- Publish Status Transferred
- Publish Country SG
- Imprint McGraw-Hill Education (Asia)
- Edition 12th edition
- Format Hardcover
- Pages 832
- Language English