Items related to Consumer Behavior and Marketing Strategy
Synopsis
This edition focuses on important, applicable and useful concepts in consumer behaviour. It identifies three groups of concepts - affect and cognition, behaviour, and the environment - and shows how these concepts influence each other and marketing strategy. These are integrated in a framework called "The Wheel of Consumer Analysis" which provides the organizing structure of the text. The book has a managerial focus with emphasis on strategic issues and problems. Included are examples of marketing practices, statistics, developments in consumer research and analysis, short business cases, illustrations of behavioural concepts using actual corporate examples, and scenarios which demonstrate how the concepts are used in real-world marketing situations.
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From the Publisher
Introductory scenarios, examples and marketing strategy-in-action cases chosen for an European audience
Glossary, key terms concepts and annotated additional reading which covers European and American sources
Balanced treatment of major scientific approaches to the analysis of consumer behaviour
Includes cognitive, behavioural and environmental approaches
Full colour reproductions of advertisements
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.
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