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Synopsis
Consumer Behaviour and Marketing Strategy, European Edition is the European version of the very successful US text now in it's seventh edition. The academic rigour which distinguished this book from its competitors is retained as is the basic structure. Cognitive, behavioural and environmental approaches to the analysis of consumer behaviour receives a balanced and integrated treatment. This European edition draws on the latest consumer research and applies it to the marketing problems of European companies. All concepts are viewed from a marketing management perspective.
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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 Education / Europe, Middle East & Africa
- Publication date1999
- ISBN 10 025622529X
- ISBN 13 9780256225297
- BindingPaperback
- LanguageEnglish
- Number of pages526
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Consumer Behavior And Marketing Strategy (European): European Edition
Published by
McGraw-Hill Higher Education, 1999
ISBN 10: 025622529X
ISBN 13: 9780256225297
Used
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Consumer Behavior And Marketing Strategy (European): European Edition
Published by
McGraw-Hill Education / Europe, Middle East & Africa 16/04/1999, 1999
ISBN 10: 025622529X
ISBN 13: 9780256225297
Used
Softcover
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Consumer Behavior And Marketing Strategy (European): European Edition
Published by
McGraw-Hill Education / Europe, Middle East & Africa 16/04/1999, 1999
ISBN 10: 025622529X
ISBN 13: 9780256225297
Used
Softcover
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Consumer Behavior And Marketing Strategy (European)
Published by
McGraw-Hill Education / Europe, Middle East & Africa, 1999
ISBN 10: 025622529X
ISBN 13: 9780256225297
Used
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Consumer Behavior And Marketing Strategy (European)
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Consumer Behaviour and Marketing Strategy
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Consumer Behaviour and Marketing Strategy
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Consumer Behavior and Marketing Strategy
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