Consumer Behavior and Marketing Strategy

by J. Paul Peter, Jerry C. Olson

Consumer Behavior provides students with the knowledge and skills necessary to perform consumer analyses. With this information, students will be able to understand markets and develop effective marketing strategies. The authors have developed what they call the Wheel of Consumer Analysis, which is a tool to help the reader understand how consumer affect and cognition, consumer behavior, consumer environment, and marketing strategy interact. The wheel is a powerful tool for analyzing consumer behavior and can be used to understand consumers and to help guide the development of effective marketing strategies.

Genres: Nonfiction

772 pages, Hardcover

First published January 1, 1987

Reviews

[Chandra · Rating 3 out of 5]

This book important to know market around us.