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Consumer Behavior

hardcover – December 21, 2009
by Peter, J. Paul
$495.89 USD
$495.89 USD
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ISBN-13: 9780073404769 ISBN-10: 0073404764
Publisher
McGraw-Hill Education
Binding
hardcover
Published
December 21, 2009
Weight
2.7 lbs
Dimensions
27.20×2.50×20.30 cm

About this book

Consumer Behavior by Peter, J. Paul. hardcover edition. ISBN: 9780073404769.

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.