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Consumer Behavior
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Student Edition
Instructor Edition
Consumer Behavior: Building Marketing Strategy, 12/e

Del I. Hawkins, University of Oregon
David L. Mothersbaugh, University of Alabama

ISBN: 0073530042
Copyright year: 2013

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.



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