Download or read book Readings on Market-driving Strategies written by Gregory S. Carpenter and published by Prentice Hall. This book was released on 1997 with total page 564 pages. Available in PDF, EPUB and Kindle. Book excerpt: Examining the links between consumer behavior and marketing strategy, this reader brings to light the behavioral foundations of competitive brand strategy. The authors gather and explore classic and contemporary views of consumer judgment and decision-making. Suitable for a market strategies course as well as a course or seminar on consumer behavior.