Synopsis
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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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.
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Consumer Behavior & Marketing Strategy, 9th Edition
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Mcgraw Hill Higher Education, 2010
ISBN 10: 0071267816
ISBN 13: 9780071267816
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Consumer Behavior & Marketing Strategy, 9th Edition
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Mcgraw Hill Higher Education, 2010
ISBN 10: 0071267816
ISBN 13: 9780071267816
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Consumer Behavior & Marketing Strategy, 9th Edition
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Consumer Behavior & Marketing Strategy, 9th Edition
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Consumer Behavior & Marketing Strategy
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ISBN 10: 0071267816
ISBN 13: 9780071267816
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Consumer Behavior & Marketing Strategy, 9th Edition
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ISBN 10: 0071267816
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Consumer Behavior
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Consumer Behavior & Marketing Strategy, 9th Edition
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