Consumer behavior : building marketing strategy

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Title:

Author:

Hawkins, Del I.

ISBN:

9780070171008

9780071288415

Personal Author:

Hawkins, Del I.

Edition:

11. ed., international ed., international student ed.

Publication Information:

Boston[u.a.] : McGraw-Hill Irwin, 2010.

Physical Description:

XXII, 778 S. : Ill., graph. Darst. + 1 CD-ROM (12 cm)

Series:

McGraw-Hill Higher education

Added Author:

Mothersbaugh, David L.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168025491073	658.83420973 H393C 2010	1	Searching... Unknown

The four major parts of the Wheel of Consumer Analysis are consumer affect and cognition, consumer behavior, consumer environment, and marketing strategy. This book features a section that deals with each of these components. It offers a strategic look at consumer behavior in order to guide successful marketing activities.

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