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Marketing Strategy

BOOK REVIEW: Consumerism: Search for the Consumer Interest

Esther Peterson

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Abstract
Reviews the book 'Consumerism: Search for the Consumer Interest,' by David A. Aaker and George S. Day.
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Spring 1972

Volume 14
Issue 3


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California Management Review

Published at Berkeley Haas for more than sixty years, California Management Review seeks to share knowledge that challenges convention and shows a better way of doing business.

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