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Synopsis
This text provides students with the knowledge and skills necessary to perform consumer analyses that can be used for understanding markets and developing effective marketing strategies. It also provides the "Wheel of Consumer Analysis", a tool to help readers understand how consumer affect and cognition, consumer behaviour, consumer environment and marketing strategies interact.
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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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- PublisherMcGraw-Hill Inc.,US
- Publication date1990
- ISBN 10 0256079617
- ISBN 13 9780256079616
- BindingPaperback
- LanguageEnglish
- Edition number2
- Number of pages620
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Consumer Behavior and Marketing Strategy
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Consumer Behavior and Marketing Strategy
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Consumer Behavior and Marketing Strategy (The Irwin series in marketing)
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Consumer Behavior and Marketing Strategy (Irwin Series in Marketing)
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Irwin Professional Publishing, 1990
ISBN 10: 0256079617
ISBN 13: 9780256079616
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Consumer behavior and marketing strategy (The Irwin series in marketing)
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