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Consumer Behavior Theories : Convergence of Divergent Perspectives with Applications to Marketing and Management - Rajagopal

Consumer Behavior Theories

Convergence of Divergent Perspectives with Applications to Marketing and Management

By: Rajagopal

Paperback | 25 February 2018

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This book critically examines and analyzes the classical and neoclassical behavioral theories in reference to consumer decision-making across the business cultures. Discussions in the book present new insights on drawing contemporary interpretations to the behavioral theories of consumers, and guide the breakthrough strategies in marketing.

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