Book by Loudon David L Della Bitta Albert J
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This text is written as an introduction to consumer behavior for the upper-level marketing student, and yet is comprehensive and challenging enough to be used at both the graduate and undergraduate levels. The pedagogical elements of the text include a list of learning objectives and opening vignettes at the start of each chapter; Managerial Reflections; Discussion Topics; Projects; and end notes.
Northeast Louisiana University
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