Designed to develop the skills students need to become more effective marketers by emphasizing the behavior of actual consumers and then demonstrating how marketers, consumer activists and public officials influence that behavior. The text is organized around a unique framework describing macro-level and micro-level issues. Skill-Building Activities ask students to respond to hypothetical situations or go into their communities to take on projects and assignments related to textual concepts. Self-tests provide a built-in study guide to help students prepare for exams.
- ISBN10 0471596418
- ISBN13 9780471596417
- Publish Date 31 January 1996 (first published 1 January 1977)
- Publish Status Out of Stock
- Out of Print 14 January 2011
- Publish Country US
- Publisher John Wiley and Sons Ltd
- Imprint John Wiley and Sons (WIE)
- Format Hardcover
- Pages 592
- Language English