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

Peter, J. Paul; Olson, Jerry C.

Hardcover

ISBN 10: 0072864877 ISBN 13: 9780072864878

Verlag: McGraw-Hill Professional, 2004

Inhaltsangabe

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.

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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 Professional
• Erscheinungsdatum: 2004
• Sprache: Englisch
• ISBN 10: 0072864877
• ISBN 13: 9780072864878
• Einband: Gebundene Ausgabe
• Anzahl der Seiten: 608
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Nicht verfügbar