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 | | Consumer Behavior: Building Marketing Strategy (Irwin/Mcgraw-Hill Series in Marketing) by Del I. Hawkins, Roger J. Best, Kenneth A. Coney ISBN-10: 0256218951 ISBN-10: 0-256-21895-1 ISBN-13: 9780256218954 ISBN-13: 978-0-256-21895-4 Hardcover 1997-08-19 Irwin Professional Publishing Find Lowest Price |
Editorials | ||
Book Description CONSUMER BEHAVIOR is a 4-color undergraduate (and graduate) consumer behavior text. The major purpose of the this text is to give students the knowledge and skills necessary to perform detailed consumer analysis in order to understand markets and develop effective marketing strategies. | ||
Reviews | ||
Great college text: Clear, concise and relevent If you're interested in Consumer Behavior, grab this book. The writers of Consumer Behavior seem to have the student of all ages in mind. For both undergraduate to MBA programs, I felt the content (from case studies to psychological buyer behavior), lives up to its name. The premise of the book: how understanding buyer behavior influences overall strategy. If you're looking for a self-tutorial in Consumer Behavior, this is it. | ||