Consumer Behavior and Marketing Strategy

Olson, Jerry C., Peter, J. Paul

ISBN 10: 0256261903 / ISBN 13: 9780256261905

Edité par McGraw-Hill Higher Education, 1998

Used book that is in clean, average condition without any missing pages. N° de réf. du vendeur 3160942-6

Synopsis :

This text provides the information needed for consumer analysis that can be used for understanding markets and developing effective marketing strategies. It aims to help readers understand how consumer affect and cognition, consumer behaviour, consumer environment and marketing strategy interact.

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 bibliographiques

Titre : Consumer Behavior and Marketing Strategy
Éditeur : McGraw-Hill Higher Education
Date d'édition : 1998
Reliure : Couverture rigide
Etat : Good
Edition : 5ème Édition