Marketers need to understand the concept of social class and how it influences consumer behaviour. In this lecture we will examine the characteristics of social classes, how they are measured, the impact of social class on consumption and how this is used to develop marketing strategies.
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Lecture Consumer behaviour (4e): Chapter 15 - Neal, Quester, Hawkins
Lecture Consumer behaviour (4e): Chapter 15 - Neal, Quester, Hawkins
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Consumer behaviour Lecture Consumer behaviour Marketing strategy Consumer decision process Consumer loyalty Social classTài liệu có liên quan:
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