Consumer behavior and marketing strategy

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Title:

Author:

Peter, J. Paul.

ISBN:

9780073529851

Personal Author:

Peter, J. Paul.

Edition:

8th ed.

Publication Information:

Boston : McGraw-Hill/Irwin, c2008.

Physical Description:

xix, 555 p. : ill. ; 26 cm.

General Note:

Includes index.

Subject Term:

Consumer behavior.

Marketing.

Added Author:

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

Electronic Access:

Table of contents only http://www.loc.gov/catdir/enhancements/fy0702/2006032470-t.html

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168020391302	658.8342 P478C 2008	1	Searching... Unknown
Searching... 1:IIEMSA	1:GEN-BOOK	33168020389546	658.8342 P478C 2008	2	Searching... Unknown

The authors focus on consumer behaviour in order to guide successful marketing activities. The four main parts of 'the wheel of consumer analysis' are consumer affect and cognition, consumer behaviour, consumer environment, and marketing strategy, each of which is the topic of one of the four key sections in the book.

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Summary