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Synopsis
This work shows how the various elements of consumer analysis fit together in an integrated framework, called the "Wheel of Consumer Analysis". Psychological, social and behavioural theories are shown as useful for understanding consumers and developing more effective marketing strategies. The aim is to enable students to develop skills in analyzing consumers from a marketing management perspective and in using this knowledge to develop and evaluate marketing strategies. The text identifies three groups of concepts - affect and cognition, behaviour and the environment - and shows how these they influence each other as well as marketing strategy. The focus of the text is managerial, with a distinctive emphasis on strategic issues and problems. Cases and questions are included in each chapter.
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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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Consumer Behavior and Marketing Strategy
Published by
Irwin Professional Publishing, 1996
ISBN 10: 0256139040
ISBN 13: 9780256139044
Used
Hardcover
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Consumer Behavior and Marketing Strategy (The Irwin Series in Marketing)
Published by
Irwin Professional Publishing, 1995
ISBN 10: 0256139040
ISBN 13: 9780256139044
Used
Hardcover
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Hardcover. Condition: Bon. Ancien livre de bibliothèque. Légères traces d'usure sur la couverture. Edition 1995. Ammareal reverse jusqu'à 15% du prix net de cet article à des organisations caritatives. ENGLISH DESCRIPTION Book Condition: Used, Good. Former library book. Slight signs of wear on the cover. Edition 1995. Ammareal gives back up to 15% of this item's net price to charity organizations. Seller Inventory # D-033-401
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Consumer Behavior and Marketing Strategy (The Irwin Series in Marketing)
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Consumer Behavior and Marketing Strategy (The Irwin Series in Marketing)
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