Consumer Behavior & Marketing Strategy, 9th Edition

Peter Olsen

ISBN 10: 0071267816 / ISBN 13: 9780071267816

Published by Mcgraw Hill Higher Education, 2010

About this Item

Item in good condition. Textbooks may not include supplemental items i.e. CDs, access codes etc. Seller Inventory # 00083738655

Bibliographic Details

Title: Consumer Behavior & Marketing Strategy, 9th ...

Publisher: Mcgraw Hill Higher Education

Publication Date: 2010

Binding: Soft cover

Condition: Good

About this title

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

About the Author:

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.