by Javier Alonso Rivas, Ildefonso Grande Esteban · ESIC Editorial · tapa blanda · ISBN 9788473568937
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«Comportamiento del consumidor: Decisiones y estrategia de marketing» is the paperback manual by Javier Alonso Rivas and Ildefonso Grande Esteban.
«Comportamiento del consumidor» links marketing with consumer behaviour: it sets out management concepts and analyses how people perceive, feel and act towards goods and services. It includes behaviour models, culture, perception, learning, personality, attitudes, purchase processes and e-commerce.
«Comportamiento del consumidor» was originally published in 1997; this ESIC Editorial edition has 505 pages and belongs to the Libros profesionales de empresa collection.
It is aimed at undergraduate or postgraduate students starting out in consumer behaviour and at marketing professionals.
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