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JEAN, Sylvie. Author | Mars, Marie-Catherine. Author | MENVIELLE, Loick. Author | WELTE, Jean-Baptiste. Author
Published by Pearson - 2017 , 2e éd.
Library: Paris Montparnasse
Cet ouvrage complète l'approche traditionnelle du marketing, qui établit des comportements types chez les consommateurs à partir de critères psychologiques et décisionnels, avec les évolutions récentes de la consumer culture theory (CCT), qui intègre l'environnement socioculturel pour mieux cerner les habitudes et les envies du public. Avec une version électronique enrichie. ©Electre 2017
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