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DARPY, Denis. Author | Guillard, Valérie. Author
Published by Dunod - 2020 , 5e éd.
Library: Paris Montparnasse
Une présentation des principaux concepts permettant de décrire et de comprendre le comportement des consommateurs, afin de prendre les meilleures décisions marketing : besoins, implications, apprentissage et mémorisation, persuasion, émotions, expériences et comportements d'achat et de consommation, caractéristiques socio-économiques du consommateur, etc. ©Electre 2020
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