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Consumer Behavior: Building Market Strategy

By: Del I. HawkinsMaterial type: TextTextPublication details: USA McGraw-Hill Higher Education 2013 Edition: 12th editionDescription: 772 pages 8.3 x 1.2 x 10.3 inchesISBN: 9780071315128Summary: 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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Item type Current library Call number Status Date due Barcode
Books Books Faculty of Management Science Library
HF5415.33 .U6 H38 2013 (Browse shelf(Opens below)) Available 0025162


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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