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Bibliografische Details

Titel: Consumer Behavior and Marketing Strategy (McGraw-Hill/Irwin Series in Marketing)
Verlag: McGraw-Hill Publishing Co.
Erscheinungsjahr: 2001
Sprache: Englisch
ISBN-10: 0071121110
ISBN-13: 9780071121118
Einband: Softcover
Zustand: Good

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This text provides students with the knowledge and skills necessary to perform consumer analyses that can be used for understanding markets and developing effective marketing strategies. It also provides the "Wheel of Consumer Analysis", a tool to help readers understand how consumer affect and cognition, consumer behaviour, consumer environment and marketing strategies interact.

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