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Consumer Behavior

Consumer Behavior
Author: J. Paul Peter - Jerry Olson
ISBN 13: 9780073529851
ISBN 10: 73529850
Edition: 8
Publisher: McGraw-Hill/Irwin
Publication Date: 2007-01-12
Format: Hardcover
Pages: 576
List Price: $55.52

This book takes 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.