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Consumer Behavior with DDB LifeStyle Study Data Disk (Consumer Behavior: Building Marketing Strategy)

 
 
 
 
Consumer Behavior with DDB LifeStyle Study Data Disk (Consumer Behavior: Building Marketing Strategy)
Author: Delbert Hawkins - David Mothersbaugh
ISBN 13: 9780077294106
ISBN 10: 77294106
Edition: 11
Publisher: McGraw-Hill/Irwin
Publication Date: 2009-01-27
Format: Hardcover
Pages: 778
List Price: N/A
 
 

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.