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MK 335 Integrated Marketing Communications: Consumer Behavior/Market Research

IMC is concerned with all contact points a customer will have with a brand and delivers a consistent message across all.

Market Research


Consumer Behavior


Best Customers: Demographics of Consumer Demand

Analyzes household spending in the United States on numerous products and services by age, income, household type, race and Hispanic origin, region of residence, and educational attainment of householder.


American Buyers: Demographics of Shopping

American Buyers: Demographics of Shopping is a groundbreaking new guide to buying patterns, essential information in these difficult economic times. Its weekly and quarterly data show you how many households buy certain products and services and how much buyers pay for them, all broken down by the demographics that count--age, household income, household type, race and Hispanic origin, region of residence, and education. 


Ethics in Marketing and Communications : Towards a Global Perspective

Discusses business ethics and the social responsibility of business.

Lifestyle Marketing: Reaching the new American consumer

Because buyers' behaviors are so important to lifestyle market segmentation strategies, this book demonstrates how such trends as cross-shopping and the blurring of gender roles can be accounted for by one's overall marketing strategy.


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