Consumer Behavior: and Marketing Strategy (McGraw-Hill/Irwin Series in Marketing)

Type

Book

Authors

J. Paul Peter

Jerry Olson

ISBN 10

0072864877

ISBN 13

9780072864878

Tags

Consumer Behavior, Research, Reference & Test Preparation, Marketing

Description

This book is a strategic look at consumer behavior in order to guide successful marketing activities. The Wheel of Consumer Analysis is the organizing factor in the book. The four major parts of the wheel are consumer affect and cognition, consumer behavior, consumer environment, and marketing strategy. Each of these components is the topic of one of the four major sections in the book. - from Amzon

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