Consumer Behavior & Marketing Strategy, Ninth Edition [9ed.]0073404764, 9780073404769

Author : J. Paul Peter, Jerry Olson
Description:This book takes 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.
Categories: Business Marketing: Advertising
Year :2009
Publisher : McGraw-Hill/Irwin
Language : English
N° Of Pages : 578
File Info : pdf 8 Mb