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Readings on Market-Driving Strategies: Towards a New Theory of Competitive Advantage
Examining the links between consumer behavior and marketing strategy, this reader brings to light the behavioral foundations of competitive brand strategy. The authors gather and explore classic and contemporary views of consumer judgment and decision-making. Suitable for a market strategies course as well as a course or seminar on consumer behavior.
540 pages, Paperback
First published May 2, 1997
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