Consumer behavior & marketing strategy / J. Paul Peter, University of Wisconsin, Madison, Jerry C. Olson, Pennsylvania State University, Olson Zaltman Associates.

By: Peter, J. Paul [author.]Contributor(s): Olson, Jerry C. (Jerry Corrie), 1944- [author.]Material type: TextTextNew York : McGraw-Hill Irwin, 2010©2010 Edition: Ninth editionDescription: xix, 554 pages : illustrations ; 26 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 0071267816 (paperback)Other title: Consumer behavior and marketing strategySubject(s): Consumer behavior | MarketingLOC classification: HF5415.3 .P48 2010Summary: 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.
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Includes bibliographical references and index.

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.