Synopsis
No other introduction to this discipline so clearly demonstrates how psychological, social, and behavioral theories can be used to understand consumer and develop more effective marketing strategies. Its unique Wheel of Consumer Analysis continues to be the most important feature of this classic guide, showing how the various elements of consumer analysis fit together and how to use the latest research to hone a competitive edge.
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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.
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Consumer Behavior and Marketing Strategy
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Consumer Behavior and Marketing Strategy
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Irwin Professional Publishing, 1999
ISBN 10: 0256261903
ISBN 13: 9780256261905
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