This text provides students with the knowledge and skills necessary to perform consumer analyses that can be used for understanding markets and developing effective marketing strategies. It also provides the "Wheel of Consumer Analysis", a tool to help readers understand how consumer affect and cognition, consumer behaviour, consumer environment and marketing strategies interact.

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

Business & Money

J.Paul Peter

Jerry C. Olson

Marketing & Sales

McGraw-Hill Publishing Co.

See the best price to sell, buy, or rent books by Jerry C. Olson. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Books by Jerry C. Olson

See the best price to sell, buy, or rent books by Jerry C. Olson. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

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