As a marketing consultant, you were retained by the Walt Disney Company to design a study investigating

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As a marketing consultant, you were retained by the Walt Disney Company to design a study investigating how families make vacation decisions. Whom, within the family, would you interview? What kind of questions would you ask? How would you assess the relative power of each family member in making vacation-related decisions?

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Consumer Behavior

ISBN: 978-0132544368

11th Edition

Authors: Leon G. Schiffman, Joseph Wisenblit

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