Readings on market-driving strategies towards a new theory of competitive advantage
Examining the links between consumer behavior and marketing strategy, this reader brings to light the behavioral foundations of competitive brand strategy. The authors gather and explore classic and contemporary views of consumer judgment and decision-making. Suitable for a market strategies course...
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| Format: | Book |
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| Published: |
Reading, Mass.
Addision-Wesley
1997
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| Subjects: | |
| Online Access: | Click Here to View Status and Holdings. |
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Consumer behavior in marketing strategy