by Leslie Kanuk (Author), Leon G. Schiffman (Author)
Taking a market segmentation approach, this text balances consumer behaviour concepts with research and applied marketing techniques. For the seventh edition the strategic marketing perspective has been intensified, and there are practical examples, drawn mainly from the hi-tech industries.
Format: Hardcover
Pages: 700
Edition: 6th Revised edition
Publisher: Pearson Education (US)
Published: 23 Dec 1996
ISBN 10: 0133729885
ISBN 13: 9780133729887
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