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- Tác giả: Eugene Y. Chan
- Thông tin XB: Springer Nature Switzerland, 2024
- Mô tả vật lý: 272
- Tóm tắt: The text examines the relevance of consumer behavior in such marketing topics as advertising and pricing, with topical chapters such as the sharing economy, luxury consumer behavior, and the ideological consumer. Each chapter includes boxes that highlight theory in greater depth; show how the concepts discuss “work” in actual practice; and the relevance of digital and social media marketing.
- Từ khóa: Consumer Behavior in Practice; Practice; Consumer Behavior
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