Consumer Behavior
J. Paul Peter; Jerry Olson
ISBN 10: 0073404764 ISBN 13: 9780073404769
Editore: McGraw-Hill Education, 2009
Usato
Hardcover
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Descrizione:
Pages can have notes/highlighting. Spine may show signs of wear. ~ ThriftBooks: Read More, Spend Less. Codice articolo G0073404764I3N00
Riassunto:
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.
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.
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Dati bibliografici
Titolo: Consumer Behavior
Casa editrice: McGraw-Hill Education
Data di pubblicazione: 2009
Legatura: Hardcover
Condizione: Good
Condizione sovraccoperta: No Jacket