Consumer Behaviour Buying, Having, and Being, 8th Canadian Edition, 8e Michael Solomon, Katherine White, Darren Dahl (Test Bank)

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Consumer Behaviour: Buying, Having, and Being also emphasizes the importance of understanding consumers in formulating marketing strategy. Many (if not most) of the fundamental concepts in marketing a... re based on the practitioner’s ability to know people. After all, if we don’t understand why people behave as they do, how can we identify their needs? If we can’t identify their needs, how can we satisfy those needs? To illustrate the potential of consumer research to inform marketing strategy, the text contains numerous examples of specific applications of consumer behaviour concepts by marketing practitioners, as well as examples of windows of opportunity where such concepts might be used—perhaps by alert strategists after taking this course! [Show More]

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