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CONSUMER BEHAVIOR: SCIENCE AND PRACTICE

CONSUMER BEHAVIOR: SCIENCE AND PRACTICE
Books from same Author: CRONLEY CLINE KARDES
Books from same Publisher: CENGAGE INDIA

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This wide-ranging yet focused text provides an informative introduction to consumer behavior supported by in-depth, scientifically grounded coverage of key principles and applications. CONSUMER BEHAVIOR: SCIENCE AND PRACTICE, 1e, International Edition, devotes ample attention to \"classic\" consumer behavior topics, including consumer information processing, consumer decision making, persuasion, and the role of culture and society on consumer behavior. In addition, this innovative new text explores important current topics and trends relevant to modern consumer behavior, such as international and ethical perspectives, an examination of contemporary media, and a discussion of online tactics and branding strategies. This versatile text strikes an ideal balance among theoretical concepts, cutting-edge research findings, and applied real-world examples that illustrate how successful businesses apply consumer behavior to develop better products and services, market them more effectively, and achieve a sustainable competitive advantage. With its strong consumer-focused, strategy-oriented approach, CONSUMER BEHAVIOR: SCIENCE AND PRACTICE, 1e, International Edition will serve students well in the classroom and help them develop the knowledge and skills to succeed in the dynamic world of modern business.

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General Information
Author(s)CRONLEY CLINE KARDES
PublisherCENGAGE INDIA
Edition1
ISBN9788131516829
Pages480
BindingPaperback
LanguageEnglish
Publish YearJanuary 2012
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