Consumer behavior : building marketing strategy
著者
書誌事項
Consumer behavior : building marketing strategy
（Irwin/McGraw-Hill series in marketing）
McGraw-Hill, c1998
7th ed
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注記
System requirements for accompanying computer disk: IBM PC; Microsoft Windows 3.1 or higher; Microsoft Excel for Windows version 5.0; Microsoft Works for Windows version 2.0
Includes bibliographical references and indexes
内容説明・目次
内容説明
The aim of this text is to give students the knowledge and skills necessary to perform detailed consumer analysis, in order to understand markets and develop strategies. It covers ethics, global topics, demographics, sub-cultures, technology and includes exercises and case studies.
目次
- External influences
- internal influences
- consumer decision process
- organizations as consumers.
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