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Martins, Jo. M.

Consumer demographics and behaviour: markets are people

The book offers conceptual and analytical tools that can be used in the assessment of population characteristics as determinants of market size, composition and potential for a variety of products. It offers organising frameworks as well as empirical evidence of consumer behaviour in clusters of markets, with different rates of...

Dordrecht, Netherlands: Springer, 2012

e20399770

eBooks Universitas Indonesia Library