Consumer Behavior and Marketing Strategy European Edition

by J. Paul Peter, Jerry C. Olson

"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.

Genres: Nonfiction

526 pages, Paperback

First published January 1, 1987

Reviews

[Chandra]

This book important to know market around us.