Readings on market-driving strategies: towards a new theory of competitive advantage
Auteur :
Carpenter, Gregory S.
Éditeur :
Carpenter, Gregory S.
ISBN :
9780321014139
Date de publication :
22 avr. 1997
Dimensions :
23,7 x 20,5 x 3,4 cm
Poids :
1032 g
Langue :
Anglais
Pays d'origine :
USA
Examining the links between consumer behavior and marketing strategy, this reader brings to light the behavioral foundations of competitive brand strategy. It explores classic and contemporary views of consumer judgment and decision-making. It is suitable for a market strategies course as well as a course or seminar on consumer behavior.