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Consumer behavior & marketing strategy - J. Paul Peter
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Title
Consumer behavior & marketing strategy
Consumer behavior & marketing strategy
Author
J. Paul Peter
J. Paul Peter
format
Hardback
Hardback
Publisher
McGraw-Hill
McGraw-Hill
Language
English
English
UK Publication Date
20100201
20100201
Description
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.
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