Consumer Behavior & Marketing Strategy
Type
Book
Authors
ISBN 10
0071267816
ISBN 13
9780071267816
Category
Academic
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Publication Year
2010
Publisher
Pages
576
Subject
Commerce
Abstract
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. - from Amzon
Description
xix 554p.; ill.; 26cm (pbk)
Biblio Notes
includes bibliography and inex
Number of Copies
1
