Mowen, John C., Minor, Michael
Description
A Concise, yet complete, review of the fields of consumer behavior. The book provides professionals with a source for understanding why consumers act
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as they do. It is a revised slimmed down version of Consumer Behavior by the same authors The Book integrates the consumer behavior principles with managerial strategy considerations. It gives a means of developing managerial action plans. For Market Research, Sales, and Public Relations professionals.
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