Consumer Behavior (McGraw-Hill/Irwin Series in Marketing) - Hardcover

Peter, J. Paul; Olson, Jerry C.

Hardcover

ISBN 10: 0072410647 ISBN 13: 9780072410648

Verlag: McGraw-Hill Publishing Co., 2001

Inhaltsangabe

"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.

Über diesen Titel

Über die Autorin bzw. den Autor

J. Paul Peter is James R. McManus-Bascom Professor and Chair of the Marketing Department at the University of Wisconsin-Madison School of Business. He has taught courses in consumer behavior and in marketing management, strategy, research and theory. He's also taught in a variety of executive programs. Peter won the prestigious William O'Dell Award from the Journal of Marketing Research and twice was a finalist. He is author or editor of more than 30 books and is one of the most cited authors in marketing literature. Peter has served on review boards of the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, and Journal of Business Research. He has consulted for several corporations and the Federal Trade Commission. His earned a DBA from the University of Kentucky.

Details zur Ausgabe

• Verlag: McGraw-Hill Publishing Co.
• Erscheinungsdatum: 2001
• ISBN 10: 0072410647
• ISBN 13: 9780072410648
• Einband: Tapa dura
• Sprache: Englisch
• Anzahl der Seiten: 608
• Kontakt zum Hersteller: Nicht verfügbar