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Consumer behavior: building marketing strategy

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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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Availability

Detail Information

Series Title

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Call Number

[MNJ-LIB-99]

Publisher

mau : McGraw-Hill Irwin., c2010

Collation

xxii, 778 p. : ill. ; 27 cm. + 1 CD-ROM (4 3/4 in.

Language

English

ISBN/ISSN

9780073381107

Classification

HF5415.33.U6 H38 2010

Content Type

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Media Type

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Carrier Type

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Edition

11th ed.

Subject(s)

Case studies
United States

Specific Detail Info

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Statement of Responsibility

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