As a birthday present, Mike has just been given a new smartphone by his girlfriend Molly. Yet, it is not the mobile he needs. Over the course of a few days, Mike struggles with the choice of whether to return the phone and get the one he desires, or keep the one he received as a present.
The case is written from the view of the consumer, and deals with consumer behavior problems including anticipatory sorrow. It will be useful in a consumer behavior class that is undergraduate or an introductory marketing.
PUBLICATION DATE: May 10, 2012 PRODUCT #: W12016-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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