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Consumer Behavior and Marketing Strategy

Consumer Behavior and Marketing Strategy - 9th edition

ISBN13: 978-0073404769

Cover of Consumer Behavior and Marketing Strategy 9TH 10 (ISBN 978-0073404769)
ISBN13: 978-0073404769
ISBN10: 0073404764
Cover type: Hardback
Edition/Copyright: 9TH 10
Publisher: Richard D. Irwin, Inc.
Published: 2010
International: No

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Consumer Behavior and Marketing Strategy - 9TH 10 edition

ISBN13: 978-0073404769

J. Paul Peter

ISBN13: 978-0073404769
ISBN10: 0073404764
Cover type: Hardback
Edition/Copyright: 9TH 10
Publisher: Richard D. Irwin, Inc.

Published: 2010
International: No
Summary

Consumer Behavior provides students with the knowledge and skills necessary to perform consumer analyses that can be used for understanding markets and developing effective marketing strategies. The authors have developed what they call the Wheel of Consumer Analysis, which is a tool to help the reader understand how consumer affect and cognition, consumer behavior, consumer environment, and marketing strategy interact. The wheel is a powerful tool for analyzing consumer behavior and can be used to understand consumers and to guide the development of effective marketing strategies.

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