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Book Review

Consumer Behavior: Building Marketing Strategy, 12th Edition 12th Edition

Source | Amazon | By|Delbert Hawkins 

Consumer Behavior: Building Marketing Strategy provides students with a usable, strategic understanding of consumer behavior. The authors believe that knowledge of the factors that influence consumer behavior can, with practice, be used to develop sound marketing strategy. As a consequence, the text integrates theory, strategy-based examples, and application.

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