Consumer Behavior : Yesterday , Today , and Tomorrow

@inproceedings{Zaichkowsky2004ConsumerB,
  title={Consumer Behavior : Yesterday , Today , and Tomorrow},
  author={Judith Lynne Zaichkowsky},
  year={2004}
}
  • Judith Lynne Zaichkowsky
  • Published 2004
A s the new decade creeps in and the new century approaches, a time has come to reflect upon and predict the consumer's behavior in the marketplace. Many things have changed since the end of mass marketing and the beginning of market segmentation. Under mass marketing, Henry Ford gave the consumer the Ford in any color as long as it was black. After World War II, marketers switched from making products they wanted to making products the consumer wanted. Finding out what the consumer wants to… CONTINUE READING

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