Consumer Behavior- Building Marketing Strategy, 11th edition

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Book Description Publication Date: January 30, 2009 | ISBN-10: 0073381101 | ISBN-13: 978-0073381107 | Edition: 11 This book is a strategic look at consumer behavior in order to guide successful marketing activities. The W...
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Book Description

Publication Date: January 30, 2009 | ISBN-10: 0073381101 | ISBN-13: 978-0073381107 | Edition: 11
This book is a strategic look at consumer behavior in order to guide successful marketing activities. The Wheel of Consumer Analysis is the organizing factor in the book. The four major parts of the wheel are consumer affect and cognition, consumer behavior, consumer environment, and marketing strategy. Each of these components is the topic of one of the four major sections in the book.
--This text refers to an out of print or unavailable edition of this title.

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Most Helpful Customer Reviews
6 of 6 people found the following review helpful
4.0 out of 5 stars Decent book, but lacking in some areas November 4, 2010
Format:Hardcover|Verified Purchase
This was a required text from an undergraduate Consumer Behavior course. While the book contains a lot of good information, it is baffling to me how it is in its eleventh print and still doesn't contain a glossary of the vocabulary words. Some of the vocabulary words are bolded, but never explicitly defined in the text. There are not vocab definitions in the margins even. This was frustrating for someone, such as myself and several classmates I talked to, who rely on concisely defined vocabulary words as study material, and for creating vocab flash cards. It's just an additional hassle after reading the text to have to go back and basically create my own definitions for some of the words.

I also found a spelling error and a few minor grammatical errors. Again, not what I'd expect from an eleventh addition $120 textbook.
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4 of 4 people found the following review helpful
3.0 out of 5 stars Okay... May 29, 2012
This book was absolutely full of information. However, much of the text seemed repetitive and drab. Good material when partnered with a good instructor, but the text could be a bit more interesting.


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