Consumer Behavior and Marketing Strategy

Olson, Jerry C., Peter, J. Paul

ISBN 10: 0073529850 / ISBN 13: 9780073529851

Published by McGraw-Hill Higher Education, 2007

Pages intact with possible writing/highlighting. Binding strong with minor wear. Dust jackets/supplements may not be included. Stock photo provided. Product includes identifying sticker. Better World Books: Buy Books. Do Good. Seller Inventory # 254753-6

Synopsis:

This book is 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 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.

Bibliographic Details

Title: Consumer Behavior and Marketing Strategy
Publisher: McGraw-Hill Higher Education
Publication Date: 2007
Binding: Hardcover
Condition: Very Good
Edition: 8th Edition.