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Consumer Behavior in Action: Reallife Applications for Marketing Managers,Used
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Consumer Behavior in Action is a downtoearth, highly engaging, and thorough introduction to consumer behavior. It goes further than other consumer behavior textbooks to generate student interest and activity through extensive use of inclass and written applications exercises. Each chapter presents several exercises, in selfcontained units, each with its own applications. Learning objectives, background, and context are provided in an easytodigest format with liberal use of lists and bullet points. Also included in each chapter are a key concepts list, review questions, and a solid summary to help initiate further student research.The authors practical focus and clear, conversational writing style, combined with an activelearning approach, make this textbook the studentfriendly choice for courses on consumer behavior.
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