Taking a market segmentation approach, this latest edition of a respected text carefully balances consumer behaviour concepts, research and applied marketing examples.
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Review of Marketing Research: vol. 3
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Type: Book
"The Handbook of Marketing Scales, Third Edition, represents a clear and user-friendly collection of multi-item, self-report measures developed and frequently used in consumer behavior and marketing research. This Handbook also aims to help identify areas where measures are need…
