Consumer Behavior and Marketing Strategy

Olson, Jerry C., Peter, J. Paul

ISBN 10: 0073529850 / ISBN 13: 9780073529851

Editore: McGraw-Hill Higher Education, 2007

Former library copy. Pages intact with possible writing/highlighting. Binding strong with minor wear. Dust jackets/supplements may not be included. Includes library markings. Stock photo provided. Product includes identifying sticker. Better World Books: Buy Books. Do Good. Codice articolo 10514420-6

Riassunto:

This book is 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.

Informazioni sugli autori: 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.

Dati bibliografici

Titolo: Consumer Behavior and Marketing Strategy
Casa editrice: McGraw-Hill Higher Education
Data di pubblicazione: 2007
Legatura: Rilegato
Condizione: Very Good
Edizione: 8th Edition.