Consumer Behavior

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Prentice Hall, 1997 - Consumer behavior - 672 pages
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The Fifth Edition of this unique text uses a marketing segmentation approach to convey the essence of consumer behavior and to connect psychological, sociocultural, and decision-making aspects of consumer behavior. The authors explain in an integrated fashion what consumer behavior variables are, types and importance of consumer research, and problems in performing research. A vivid writing style motivates student interest.

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Contents

INTRODUCTION TO
4
Personality and Consumer
5
Ethics in Marketing
11
Copyright

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