Consumer behavior and marketing action
In today's business world a better understanding of consumer's needs is essential to drive marketing strategies. The successes and failures of implementing marketing concepts and strategies are based primarily on the attempt to integrate the product's message. Two recent examples of c...
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| Language: | Undetermined English |
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Cincinnati, Ohio
South-Western College Pub.
2001
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| Institutions: | Trung tâm Học liệu Trường Đại học Trà Vinh |
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| Summary: | In today's business world a better understanding of consumer's needs is essential to drive marketing strategies. The successes and failures of implementing marketing concepts and strategies are based primarily on the attempt to integrate the product's message. Two recent examples of consumer-driven marketing actions: Saturn succeeded in establishing a strong cult-like following and its appeal to both utilitarian and hedonhic needs while McDonald's failed to shift consumer perceptations of its service orientation with the introduction of the Arch Deluxe sandwich. Consumer Behavior and Marketing Action 6E challenges students to understand the complexities of consumer needs and perceptions and translate them into effective marketing strategies |
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| Physical Description: | xviii, 718 p. ill. 24 cm |
| ISBN: | 9789812401229 9812401229 |