Consumer Behavior (What's New in Marketing)

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By Phouneat Yin Posted on Feb 13, 2024
In Category - Marketing
Leon Schiffman 978-0134734828 Pearson 2018

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Strategic applications for understanding consumer behavior Consumer Behavior, 12th Edition explores how the examination and application of consumer behavior is central to the planning, development, and implementation of successful marketing strategies. With an emphasis on developing a variety of useful skills, this text prepares readers for careers in brand management, advertising, and consumer research. The 12th Edition has been significantly updated to address contemporary trends and issues, including the role of new media, technological advances, and recent ethical concerns affecting the industry

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