Consumer behavior and marketing action /
Henry Assael
- Sexta edición
- Cincinnati : South-Western College Publishing, 1998
- xviii, 718 páginas : ilustraciones
Incluye bibliografía e índice
Mercadeo
This book presents a macro approach to consumer bvehavior applied to all facets of the text: needs, motives information processing, and marketing. beside it explores the ethical dilemmas and challenges marketers face as they try to market products based on consumer needs and behaviors when those behaviors - such as underage drinking - conflict with social and cultural values
0538867701040
Comportamiento del consumidor Motivación (psicología) Análisis de mercadeo Mercadeo --Investigaciones