Consumer Behavior (Int'l Ed) - Softcover

Peter, J. Paul; Olson, Jerry

Softcover

ISBN 10: 0071267816 ISBN 13: 9780071267816

Verlag: McGraw Hill Higher Education, 2010

Inhaltsangabe

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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Über die Autorinnen und Autoren

J. Paul Peter is another very highly regarded marketing educator and is also at UW-Madison.  He has won many awards for his contributions through research, textbooks, and education.

The Earl P. Strong Executive Education Professor of Marketing at Pennsylvania State University. He joined Penn Sate in 1971 after receiving his Ph.D. in consumer psychology from Purdue University. At Penn State, he has taught Consumer Behavior, Marketing Management, Advertising and Promotion Management, Research Methods, and Marketing Theory.

Details zur Ausgabe

• Verlag: McGraw Hill Higher Education
• Erscheinungsdatum: 2010
• Sprache: Englisch
• ISBN 10: 0071267816
• ISBN 13: 9780071267816
• Einband: Taschenbuch
• Anzahl der Seiten: 576
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Nicht verfügbar