Consumer Behavior and Marketing Strategy - Softcover

Peter, J. Paul; Olson, Jerry C.

Softcover

ISBN 10: 007116703X ISBN 13: 9780071167031

Publisher: McGraw-Hill Education (ISE Editions), 1999

Synopsis

This text provides the knowledge and skills necessary to perform consumer analyses that can be used for understanding markets and developing effective marketing strategies. The authors develop the "wheel of consumer analysis" as a learning tool to understand how the related areas interact.

About this title

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.

Edition details

• Publisher: McGraw-Hill Education (ISE Editions)
• Publication date: 1999
• Language: English
• ISBN 10: 007116703X
• ISBN 13: 9780071167031
• Binding: Paperback
• Edition number: 2
• Number of pages: 576