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Structure of demand
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activity advertising allocation alternative analysis applied asked attitudes become behavior brand manager buyer buying called channel Chapter coffee communication competitive competitors concept concerned consequences considered consumer cost criteria customers decision demand described determine direct discussed distribution economic effect effort estimates evaluate example exist expected experience fact Figure function given goals House ideas important increase industry influence innovation Instant less limited major manufacturer market research marketing manager means measure method nature needs operating organization packaging percent performance position possible practice probably problem profit purchase question relation response retail role salesman segments selection selling serve share shown situation social sources strategy structure suggests Table tion unit usually variable