Consumer Behavior: Building Marketing Strategy, Eleventh Edition

Hawkins, Del I.; Mothersbaugh, David L.;

ISBN 10: 0077294106 / ISBN 13: 9780077294106

Published by McGraw Hill Irwin, New York, New York, U.S.A., 2010

About this Item

CD Included. Good Condition. Moderate wear. Binding fairly tight, pages clean. Pictures available upon request.

Seller Inventory # 037433

Bibliographic Details

• Title: Consumer Behavior: Building Marketing Strategy, Eleventh Edition
• Publisher: McGraw Hill Irwin, New York, New York, U.S.A.
• Publication Date: 2010
• ISBN 10: 0077294106
• ISBN 13: 9780077294106
• Binding: Hardcover
• Condition: Good
• Seller catalogs:
  • Non-Fiction

About this title

Synopsis

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.