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Towards the credit of promoting, advertising, and research persons the days of talking about the buyer as the sole focus of buying activity happen to be essentially vanished. We recognize that the shopper and the consumer usually are not always similar. Indeed, it is...

Towards the credit of marketing, advertising, and research persons the days of talking about the customer as the sole focus of store shopping activity will be essentially absent. We recognize that the shopper as well as the consumer are generally not always precisely the...