Consumer behavior and marketing strategy

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Title:

Author:

Peter, J. Paul.

ISBN:

9780256261905

Personal Author:

Peter, J. Paul.

Edition:

5th ed.

Publication Information:

Physical Description:

xxv, 545 pages : illustrations (some color) ; 26 cm.

Series:

Irwin/McGraw-Hill series in marketing

Irwin/McGraw-Hill series in marketing.

Contents:

A perspective on consumer behavior -- Affect and cognition and marketing strategy.

Subject Term:

Consumer behavior.

Marketing.

Added Author:

Olson, Jerry C. (Jerry Corrie), 1944-

Electronic Access:

Table of contents http://catdir.loc.gov/catdir/toc/mh022/98016996.html
Contributor biographical information http://catdir.loc.gov/catdir/enhancements/fy0707/98016996-b.html
Publisher description http://catdir.loc.gov/catdir/description/mh023/98016996.html

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No other introduction to this discipline so clearly demonstrates how psychological, social, and behavioral theories can be used to understand consumer and develop more effective marketing strategies. Its unique Wheel of Consumer Analysis continues to be the most important feature of this classic guide, showing how the various elements of consumer analysis fit together and how to use the latest research to hone a competitive edge.

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