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Lecture Consumer behaviour: Chapter 4 - Cathy Neal, Pascale Quester, Del Hawkins

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Lecture Consumer behaviour: Chapter 4 - Cathy Neal, Pascale Quester, Del Hawkins

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Chapter 4 - Information search. In this chapter, we will address the following problems: Nature of information search; key types and sources of information; the difference between evoked, inept and inert sets of brands; why consumers engage in information search; how the internet is used as an information source; factors that affect the amount of external information search; what marketing strategies can be developed based on different patterns of search behaviour.

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Nội dung Text: Lecture Consumer behaviour: Chapter 4 - Cathy Neal, Pascale Quester, Del Hawkins

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