Consumer Behavior

Peter, J. Paul; Olson, Jerry

ISBN 10: 0073404764 / ISBN 13: 9780073404769

Published by McGraw-Hill Education, 2009

Seller Inventory # 0073404764-3-28174221

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 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
Publisher: McGraw-Hill Education
Publication Date: 2009
Binding: hardcover
Condition: Good