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Marketing

Editor

Listed:
  • Sonyel Oflazoglu Dora

Abstract

This book on marketing continues to reflect our firm belief that the Wheel of Consumer Analysis is a powerful tool not only for organizing consumer behaviour knowledge but also for understanding consumers and for guiding the development of successful marketing strategies. In fact, it has been used by marketing consultants and practitioners to do so. The various chapters presented here follow several approaches, which researchers can explore in different contexts. This book intends to contribute to a better understanding of the application areas of marketing strategies and shows how these business practices in social sciences can stimulate various topics.

Individual chapters are listed in the "Chapters" tab

Suggested Citation

  • Sonyel Oflazoglu Dora (ed.), 2018. "Marketing," Books, IntechOpen, number 5108.
    • Handle: RePEc:ito:pbooks:5108
    DOI: 10.5772/intechopen.71388
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    File URL: https://www.intechopen.com/books/5108
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    Cited by:

    1. Pyungyong Park & Donghan Kim & Sangmin Lee & Jaehoon Whang, 2018. "Toward an Economically Sustainable Casino Industry: A Development of Customer Value Indicators Using an Analytic Hierarchy Process," Sustainability, MDPI, vol. 10(11), pages 1-16, November.

    Book Chapters

    The following chapters of this book are listed in IDEAS

    More about this item

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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