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Synopsis
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.
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About the Author
J. Paul Peter is another very highly regarded marketing educator and is also at UW-Madison. He has won many awards for his contributions through research, textbooks, and education.The Earl P. Strong Executive Education Professor of Marketing at Pennsylvania State University. He joined Penn Sate in 1971 after receiving his Ph.D. in consumer psychology from Purdue University. At Penn State, he has taught Consumer Behavior, Marketing Management, Advertising and Promotion Management, Research Methods, and Marketing Theory.
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- PublisherMcgraw Hill Higher Education
- Publication date2010
- ISBN 10 0071267816
- ISBN 13 9780071267816
- BindingPaperback
- LanguageEnglish
- Number of pages576
- Rating
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Consumer Behavior & Marketing Strategy, 9th Edition
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Consumer Behavior & Marketing Strategy, 9th Edition
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Consumer Behavior & Marketing Strategy, 9th Edition
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Consumer Behavior
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Consumer Behavior & Marketing Strategy, 9th Edition
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Consumer Behavior & Marketing Strategy, 9th Edition
Published by
Mcgraw Hill Higher Education, 2010
ISBN 10: 0071267816
ISBN 13: 9780071267816
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Consumer Behavior & Marketing Strategy (9th/Intl Edn)
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Consumer Behavior & Marketing Strategy (9th/Intl Edn)
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