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內容簡介: 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.

Features:
1.The 12th Edition has 9 new market segmentation schemes ranging from green marketing to technology to global luxury. This is an addition to the four segmentation schemes that were part of the 11th Edition.

2.Added Learning Objectives to all chapters and associated learning and teaching aid. Each chapter starts with a set of learning objectives linked to key learning outcomes which are then integrated throughout the text and in other learning and teaching resources.

博客來網路書店3.30 new global examples

作者簡介

Del I. Hawkins

現職：University of Oregon

博客來David L. Mothersbaugh信貸現職：University of Alabama

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  • 出版社：華泰文化    新功能介紹
  • 出版日期：2013/05/03
  • 語言：英文

Consumer Behavior：Building Marketing Strategy (第12版)博客來僅此一檔

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Consumer Behavior：Building Marketing Strategy (第12版)博客來僅此一檔

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