Consumer Behavior Building Marketing Strategy - Softcover

Delbert I. Hawkins

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9780071318174: Consumer Behavior Building Marketing Strategy

Softcover

ISBN 10: 0071318178 ISBN 13: 9780071318174

Publisher: Mcgrawhill Education Europe, 2012

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This book is 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:

Del is C. H. Lundquist Professor of Marketing and Chair of the Marketing Department at the University of Oregon

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