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CAIRO BOOKS's Description
An up-to-the-moment overview of consumer behavior, this first book in the
Basics Marketing series examines the role of consumers as individuals and
decision makers. Using real-world examples, it explores the relationships
between consumers and culture and looks at the impact of current trends, such
as digital media and globalization, on consumer behavior. Clear visuals,
end-of-chapter reviews, and exercises make Basics Marketing: Consumer Behavior
an accessible introduction for anyone interested in consumer behavior and its
role in marketing.