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Consumer Behavior: Building Marketing Strategy

3.3  ·  Rating Details ·  20 Ratings  ·  1 Review
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 ...more
Hardcover, 778 pages
Published January 31st 2010 by Irwin/McGraw-Hill (first published January 23rd 2009)
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Linda
May 03, 2011 Linda rated it it was ok
130 more pages to go - dull reading - does not make me excited about marketing...might as well read a dictionary and memorize all the terminology.
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