by Javier Alonso Rivas · Esic Editorial · tapa blanda · ISBN 9788473561877
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«Comportamiento del consumidor» is the marketing manual by Javier Alonso Rivas, published by ESIC Editorial in paperback (568 pages, in Spanish).
This manual explains how consumers perceive, feel and act towards the goods and services of organisations, and how to apply that knowledge to marketing management. Adapted to Spanish culture, it follows advanced manuals in the field, with national statistical data, questions, solutions and simple language.
For undergraduate and postgraduate students starting out in consumer behaviour and management professionals seeking strategies.
