Consumer Behavior and Marketing Strategy: By J. Paul Peter, Jerry C. Olson (Mcgraw-Hill/Irwin Series in Marketing)

Peter, J. Paul, Olson, Jerry C.

ISBN 10: 0071111778 / ISBN 13: 9780071111775

Published by Mcgraw-Hill (Tx), 2004

About this Item

Seller Inventory # Abebooks11037

Bibliographic Details

• Title: Consumer Behavior and Marketing Strategy: By J. Paul Peter, Jerry C. Olson (Mcgraw-Hill/Irwin Series in Marketing)
• Publisher: Mcgraw-Hill (Tx)
• Publication Date: 2004
• Language: English
• ISBN 10: 0071111778
• ISBN 13: 9780071111775
• Binding: Paperback
• Condition: New

About this title

Synopsis

Provides students with the knowledge and skills necessary to perform consumer analyses that can be used for understanding markets and developing effective marketing strategies. The 'Wheel of Consumer Analysis' helps the reader understand how consumer affect and cognition, consumer behaviour, consumer environment, and marketing strategy interact.

About the Author

J. Paul Peter is James R. McManus-Bascom Professor and Chair of the Marketing Department at the University of Wisconsin-Madison School of Business. He has taught courses in consumer behavior and in marketing management, strategy, research and theory. He's also taught in a variety of executive programs. Peter won the prestigious William O'Dell Award from the Journal of Marketing Research and twice was a finalist. He is author or editor of more than 30 books and is one of the most cited authors in marketing literature. Peter has served on review boards of the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, and Journal of Business Research. He has consulted for several corporations and the Federal Trade Commission. His earned a DBA from the University of Kentucky.