Consumer Behavior and Marketing Strategy - Couverture rigide

Peter, J. Paul; Olson, Jerry

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.

A propos du livre

À propos des auteurs

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.

Détails de l'édition

• 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