Examining the links between consumer behavior and marketing strategy, this reader brings to light the behavioral foundations of competitive brand strategy. The authors gather and explore classic and contemporary views of consumer judgment and decision-making. Suitable for a market strategies course as well as a course or seminar on consumer behavior.
- ISBN10 0321014138
- ISBN13 9780321014139
- Publish Date 29 May 1997 (first published 29 February 1996)
- Publish Status Out of Print
- Out of Print 21 January 2014
- Publish Country US
- Imprint Pearson
- Format Paperback
- Pages 540
- Language English