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Noteworthy Attributes and Detailed Details
ISBN-10: 73404764
ISBN-13: 9780073404769
Authors: J. Paul Peter, Jerry Olson
Publisher: McGraw-Hill Education
Publication Day: 2009-12-21
MSRP:
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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.
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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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