Consumer Behavior
Olson, Jerry C., Peter, J. Paul
ISBN 10: 0072864877 ISBN 13: 9780072864878
Published by McGraw-Hill Higher Education, 2004
Used
Hardcover
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Better World Books, Mishawaka, IN, U.S.A.
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About this Item
Description:
Pages intact with minimal writing/highlighting. The binding may be loose and creased. Dust jackets/supplements are not included. Stock photo provided. Product includes identifying sticker. Better World Books: Buy Books. Do Good. Seller Inventory # 2203495-6
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.
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Bibliographic Details
Title: Consumer Behavior
Publisher: McGraw-Hill Higher Education
Publication Date: 2004
Binding: Hardcover
Condition: Good
Edition: 7th.