Description
| Summary: | This text outlines The Consumer Decision Model as a framework for applying consumer buying theory into marketing practice. It also shows how marketing strategies and plans can be based upon both qualitative and quantitative analysis - and yet still not require background in formal statistics.
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| Item Description: | Rev. ed. of: Consumer behavior in marketing strategy. c1989. |
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| Physical Description: | xix, 603 p. : ill. ; 25 cm. |
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| Bibliography: | Includes bibliographical references and index. |
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| ISBN: | 0136690114 |
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