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Required textbook for MKT3402B/MKT3702B
Consumer Behavior by
Call Number: HF5415.32 Hoy 2018 (HSSML RBR)
Publication Date: 2017
This is an excellent book authored by three highly
regarded consumer behavior researchers that provides an encyclopedic reference to consumer behavior concepts.
Books recommended by lecturer
Influence : the psychology of persuasion by
Call Number: BF774 Cia 2007 (HSSML RBR)
Publication Date: 2007
Influence, the classic book on persuasion, explains the psychology of why people say "yes"--and how to apply these understandings.
Why we buy : the science of shopping by
Call Number: HF5415.2 Und 2009 (HSSML RBR)
Publication Date: 2008
Bestselling book on our ever-evolving consumer culture-full of fresh observations.