This text provides a foundation in the theory of consumer buying and its application to marketing practice. The Consumer Decision Model (CDM) as a framework for applying consumer buying theory into marketing practice is outlined. The text also shows how marketing strategies and plans can be based upon both qualitative analysis (theory) and quantitative analysis (modelling) - and yet still not require background in formal statistics.
- ISBN10 0136690114
- ISBN13 9780136690115
- Publish Date 20 December 1993
- Publish Status Out of Print
- Out of Print 31 October 2009
- Publish Country GB
- Publisher Pearson Education Limited
- Imprint Prentice-Hall
- Edition 2nd edition
- Format Hardcover
- Pages 480
- Language English