by Bernard Dubois, Alejandro Rovira · PRENTICE HALL · tapa blanda · ISBN 9788483220108
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«Comportamiento del consumidor 2/e» is the marketing manual by Bernard Dubois and Alejandro Rovira (Prentice Hall, paperback, 281 pages, in Spanish).
The book addresses consumer behavior and the understanding of their purchasing processes. It studies the factors that influence buyer decisions and applies marketing and economics concepts to analyze the relationship between company, product and customer, with a practical orientation towards the business field.
Second edition, published in 1998 within the collection «Fuera de colección Out of series».
Aimed at students and professionals in marketing, economics and business interested in consumer behavior.
