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

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Consumer Behavior and Marketing Strategy (McGraw-Hill/Irwin Series in Marketing) image
ISBN-10:

0071121110

ISBN-13:

9780071121118

Author(s): J.Paul Peter; Jerry C. Olson
Edition: 6I.S.ed
Released: Jul 01, 2001
Publisher: McGraw-Hill Publishing Co.
Format: Paperback, 576 pages
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Description:

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.

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