Consumer Behavior and Marketing Strategy - Hardcover

Peter, J. Paul; Olson, Jerry C.

 
9780073404769: Consumer Behavior and Marketing Strategy
Hardcover
ISBN 10: 0073404764 ISBN 13: 9780073404769
Verlag: McGraw-Hill Professional, 2009

Inhaltsangabe

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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Über die Autorinnen und Autoren

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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Verlag
McGraw-Hill Professional
Erscheinungsdatum
2009
Sprache
Englisch
ISBN 10 
0073404764
ISBN 13 
9780073404769
Einband
Gebundene Ausgabe
Anzahl der Seiten
554
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
Nicht verfügbar

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Vorgestellte Ausgabe

ISBN 10:  0071267816 ISBN 13:  9780071267816
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Softcover