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Consumer Behavior: Building Marketing Strategy (The Irwin/McGraw-Hill series in marketing)
 
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Consumer Behavior: Building Marketing Strategy (The Irwin/McGraw-Hill series in marketing) (Hardcover)
by Del I. Hawkins (Author), Best (Author), Coney (Author)
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Synopsis
This work offers coverage of consumer behaviour including psychological, social and managerial implications. There are cases at the end of each major section of the text. The cases can be read in class and used to generate discussion of a particular topic.

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