2021-2022 Brenau University Catalog 
    
    Mar 29, 2024  
2021-2022 Brenau University Catalog [ARCHIVED CATALOG]

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MK 760 - Consumer Behavior and Marketing Strategy

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Contemporary approaches to business emphasize the importance of adopting a customer focus. Marketing begins and ends with the consumer - from determining consumer needs to ensuring customer satisfaction. The marketing manager who possesses an in-depth understanding of consumer judgement and decision making will likely succeed where others might fail. The study of consumer behavior uses concepts, theories, and principles from the social sciences to extend marketing managers understanding of factors that influence the acquisition, consumption, and disposition of goods, services, and ideas. Prerequisite(s): MK 715



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