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Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 4 - George E. Belch, Michael A. Belch
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Chapter 4 - Perspectives on consumer behavior. After completing this unit, you should be able to: To understand the role consumer behavior plays in the development and implementation of advertising and promotional programs; to understand the consumer decision-making process and how it varies for different types of purchases; to understand various internal psychological processes, their influence on consumer decision making, and implications for advertising and promotion; . |