Contents
Chapter 1 Consumer Behavior: The Foundation of Marketing
Chapter 2 Forces Influencing Buyer Decision Making and Behavior
Chapter 3 Psychological Processes that Influence Consumer Behavior
Chapter 4 Consumer Behavior as a Decision Process
Chapter 5 Mapping the Market: Decision Making Rules
Chapter 6 Organizational Buyer Behavior
Chapter 7 Learning More About Customers
Chapter 8 Evaluating Secondary Sources of Information About Customers
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