Consumer behavior and marketing strategy / J. Paul Peter, Jerry C. Olson.

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Title:

Author:

Peter, J. Paul.

ISBN:

9780072410648

Personal Author:

Peter, J. Paul.

Edition:

6th ed.

Publication Information:

Boston : McGraw-Hill, c2001.

Physical Description:

xxvi, 582 p., [24] p. of plates : ill. ; 26 cm.

Series:

McGraw-Hill/Irwin series in marketing

Series Title:

McGraw-Hill/Irwin series in marketing

Subject Term:

Consumer behavior.

Marketing.

Added Author:

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

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168023651835	658.8342 P478C 2001	1	Searching... Unknown

This text introduces a number of elements to help readers better understand markets and develop effective marketing strategies. The authors utilize the wheel of consumer analysis to show how consumers affect cognition, behaviour, environment and marketing strategy interact.

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Summary