Consumer Behavior & Marketing Strategy, Ninth Edition

Consumer Behavior & Marketing Strategy, Ninth Edition J. Paul Peter, Jerry Olson

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 & Economics – Sales & Marketing
Year:
2009
Edition:
9
Publisher:
McGraw-Hill/Irwin
Language:
english
Pages:
578
ISBN 10:
0073404764
ISBN 13:
9780073404769
File:
7.82 MB