Articles liés à Consumer Behavior and Marketing Strategy

Consumer Behavior and Marketing Strategy - Couverture rigide

Peter, J. Paul; Olson, Jerry C.

 
9780073404769: Consumer Behavior and Marketing Strategy
Couverture rigide
ISBN 10 : 0073404764 ISBN 13 : 9780073404769
Editeur : McGraw-Hill Professional, 2010

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.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l'auteur

J. Paul Peter is James R. McManus-Bascom Professor and Chair of the Marketing Department at the University of Wisconsin-Madison School of Business. He has taught courses in consumer behavior and in marketing management, strategy, research and theory. He's also taught in a variety of executive programs. Peter won the prestigious William O'Dell Award from the Journal of Marketing Research and twice was a finalist. He is author or editor of more than 30 books and is one of the most cited authors in marketing literature. Peter has served on review boards of the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, and Journal of Business Research. He has consulted for several corporations and the Federal Trade Commission. His earned a DBA from the University of Kentucky.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
McGraw-Hill Professional
Date d'édition
2010
Langue
anglais
ISBN 10 
0073404764
ISBN 13 
9780073404769
Reliure
Relié
Nombre de pages
576
Coordonnées du fabricant
non disponible
Personne responsable
non disponible