Consumer Behavior and Marketing Strategy - Couverture souple

Peter, J. Paul; Olson, Jerry C.

Couverture souple

ISBN 10 : 0071121110 ISBN 13 : 9780071121118

Editeur : McGraw-Hill Publishing Co., 2001

Synopsis

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.

A propos du livre

Présentation de l'éditeur

Consumer Behaviour and Marketing Strategy, European Edition is the European version of the very successful US text now in it's seventh edition. The academic rigour which distinguished this book from its competitors is retained as is the basic structure. Cognitive, behavioural and environmental approaches to the analysis of consumer behaviour receives a balanced and integrated treatment. This European edition draws on the latest consumer research and applies it to the marketing problems of European companies. All concepts are viewed from a marketing management perspective.

Détails de l'édition

• Éditeur: McGraw-Hill Publishing Co.
• Date d'édition: 2001
• Langue: anglais
• ISBN 10: 0071121110
• ISBN 13: 9780071121118
• Reliure: Broché
• Nombre de pages: 576
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible