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Part I: Introduction -- Chapter 1: Orientation -- Part II: Conceptualising the marketing firm -- Chapter 2: Fundamental considerations -- Chapter 3: Key insights -- Chapter 4: Managing strategic scope -- Part III: Consumer choice -- Chapter 5: A précis of consumer behaviour analysis -- Chapter...
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Introduction -- Chapter 1 Explaining Consumer Choice -- Chapter 2 Consumer Choice as Behavior -- Chapter 3 Beyond Behaviorism -- Chapter 4 The Ascription of Intentionality -- Chapter 5 Intentional Psychologies -- Chapter 6 Consumer Choice as Action -- Chapter 7 Consumer Choice as Decision:...
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