Consumer Behavior and Marketing Strategy - Grunert, Klaus

Consumer Behavior and Marketing Strategy

Klaus Grunert

Yayınevi: McGraw Hill

Yayın tarihi: 04/1999

ISBN: 9780256225297

İngilizce | 526 Sayfa |

Tür: İşletme-Pazarlama

Consumer Behaviour and Marketing Strategy, European Edition is the European version of the very successful US text now in it's seventh edition. The academic rigour which distinguished this book from its competitors is retained as is the basic structure. Cognitive, behavioural and environmental approaches to the analysis of consumer behaviour receives a balanced and integrated treatment. This European edition draws on the latest consumer research and applies it to the marketing problems of European companies. All concepts are viewed from a marketing management perspective.

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