Consumer Behavior by Leon G. Schiffman & Leslie Lazar Kanuk

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Condition

Secondhand

Location

South Africa

Bob Shop ID

643413057

Hardcover published by Prentice Hall International Editions Series 1999

Seventh edition

This unique text uses a marketing segmentation approach to convey the essence of consumer behavior and to connect psychological, sociocultural, and decision-making aspects of consumer behavior. The authors explain in an integrated fashion what consumer behavior variables are, types and importance of consumer research, and problems in performing research. A vivid writing style motivates student interest.

Some highlighting in the book and a few notes in pen.

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