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Consumer Behavior in Practice : Strategic Insights for the Modern Marketer

Chan, Eugene Y. - 2024

Introduction to this Text -- PART 1 -- Chapter 1: Consumer Decision Making Strategies -- PART 2 -- Chapter 2: Advertising -- Chapter 3: Pricing -- Chapter 4: Brand Loyalty -- Chapter 5: Emotional Marketing -- PART 3 -- Chapter 6: Luxury Consumer Behavior -- Chapter 7: Digital Consumer Behavior...

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Chapter 1: Introduction -- Chapter 2: Research Methodology -- Chapter 3: Chinese Culture-Related Scales -- Chapter 4: General Marketing and Management Scales Developed in the Chinese Context -- Chapter 5: Exemplary Papers for Some Selected Scales -- Chapter 6: How to Adopt the Scales From This Book.