Essays by Distinguished Marketing Scholars of the Society for Marketing Advances

ISBN-13: 9780762308699 / Angielski / Twarda / 2002 / 236 str.

Arch G. Woodside;E. Moore

Opis

From the contents: Advances in applied consumer behavior: a market segmentation program (H. Assael). - The interplay of cognitions and emotions in building services customers retention (J-C. Chebat). - Technology and the new economy: implications for Higher Education and the marketing discipline (J.F. Hair Jr., B.J. Babin). - Selected issues in modeling consumer brand choice: the extended competitive vulnerability model (M. Laroche).