Consumer Behavior and Marketing Strategy (Irwin Series in Marketing)
Type
Book
Authors
ISBN 10
0256105677
ISBN 13
9780256105674
Category
Unknown
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Publication Year
1992
Publisher
Pages
625
Description
Consumer Behavior provides students with the knowledge and skills necessary to perform consumer analyses that can be used for understanding markets and developing 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 guide the development of effective marketing strategies. - from Amzon
Number of Copies
1