Hawkins,Del I.
Consumer behaviour : Building marketing strategy/ Del I Hawkins. - New Delhi: McGraw-Hill, 2004. - xvv,833 p. ; 25 cm.
Until now Masters and MBA students have been under-served by books on consumer behaviour. Written by a trusted and respected academic this book includes the psychological and social issues that students cover on their course along with exploration of more quantitative approaches to marketing research and `evidence based' marketing solutions. Readers are supported by pedagogical features such as thought-provoking mini-cases drawn from international sources and accompanying exercises that will draw out key ideas and help consolidate their learning. A website to support the book has an Instructor's Manual that offers PowerPoint slides and answers to the mini cases exercises.
0070600864 $55.95 9780070600867
Consumer Behavior.
HF 5415.32 / .C66 2004
658.8342
Consumer behaviour : Building marketing strategy/ Del I Hawkins. - New Delhi: McGraw-Hill, 2004. - xvv,833 p. ; 25 cm.
Until now Masters and MBA students have been under-served by books on consumer behaviour. Written by a trusted and respected academic this book includes the psychological and social issues that students cover on their course along with exploration of more quantitative approaches to marketing research and `evidence based' marketing solutions. Readers are supported by pedagogical features such as thought-provoking mini-cases drawn from international sources and accompanying exercises that will draw out key ideas and help consolidate their learning. A website to support the book has an Instructor's Manual that offers PowerPoint slides and answers to the mini cases exercises.
0070600864 $55.95 9780070600867
Consumer Behavior.
HF 5415.32 / .C66 2004
658.8342