Consumer Behavior: building marketing strategy

Type

Book

Authors

Delbert I. Hawkins

David L Mothersbaugh

ISBN 10

0071318178

ISBN 13

9780071318174

Tags

Consumer Behavior; Market Surveys -- United States; Research, Reference & Test Preparation

Abstract

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 sections in the book. - from Amzon

Description

xxvii, 772p.; ill.; 26cm (pbk)

Biblio Notes

includes index

Number of Copies