Consumer Behavior - Softcover

Peter, J. Paul; Olson, Jerry

Softcover

ISBN 10: 0071111778 ISBN 13: 9780071111775

Publisher: McGraw-Hill Education, 2004

Synopsis

Consumer Behavior, 7/e by Peter and Olson 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 authors have developed the Wheel of Consumer Analysis, which is a tool to help the reader understand how consumer affect and cognition, consumer behavior, consumer environment, and marketing strategy interact. The Wheel Model is a powerful tool for analyzing and understanding consumer behavior and can be used to guide the development of effective marketing strategies.

About this title

About the Authors

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.

The Earl P. Strong Executive Education Professor of Marketing at Pennsylvania State University. He joined Penn Sate in 1971 after receiving his Ph.D. in consumer psychology from Purdue University. At Penn State, he has taught Consumer Behavior, Marketing Management, Advertising and Promotion Management, Research Methods, and Marketing Theory.

Edition details

• Publisher: McGraw-Hill Education
• Publication date: 2004
• Language: English
• ISBN 10: 0071111778
• ISBN 13: 9780071111775
• Binding: Paperback
• Number of pages: 576