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Published in:
1995 | OriginalPaper | Chapter
Consumer Behaviour
Author : Lyn Mcgregor
Published in: Marketing Theory and Practice
Publisher: Macmillan Education UK
Included in: Professional Book Archive
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To some people consumer behaviour is one of the underlying basic theories of marketing; I hope not only to demonstrate its relevance to the modern practice of marketing, but also to suggest that, in the dynamic business environment of the 1990s, an understanding of such fundamental theories may be more important to the practising marketer than a knowledge of the tools and techniques which worked effectively in the past.