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Consumers’ Purchase Intentions and Their Behavior by Vicki Morwitz
Consumers’ Purchase Intentions and Their Behavior by Vicki Morwitz
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Consumers’ Purchase Intentions and Their Behavior

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Description

Consumers' Purchase Intentions and Their Behavior reviews the relevant literature on purchase intentions in marketing, and more generally on the intentions-behavior relationship in social psychology, since purchase intentions are a particular form of the more general construct of intentions. Starting with the importance of purchase intentions to marketing managers, the author then focuses on reviewing the literature that provides an understanding of how strong is the relationship between purchase intentions and purchasing, what factors influence the strength of the relationship between purchase intentions and purchasing, and how a marketing manager should best use purchase intentions to forecast future sales.
Release date Australia
June 30th, 2015
Author
Audience
  • Undergraduate
Pages
62
Dimensions
156x234x3
ISBN-13
9781601988805
Product ID
22970018

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