Consumer Behavior by J Paul Peter

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Consumer Behavior by J Paul Peter

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Summary

Provides a strategic look at consumer behavior in order to guide marketing activities.

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Consumer Behavior by J Paul Peter

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

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J. Paul Peter is another very highly regarded marketing educator and is also at UW-Madison.  He has won many awards for his contributions through research, textbooks, and education. The Earl P. Strong Executive Education Professor of Marketing at Pennsylvania State University. He joined Penn Sate in 1971 after receiving his Ph.D. in consumer psychology from Purdue University. At Penn State, he has taught Consumer Behavior, Marketing Management, Advertising and Promotion Management, Research Methods, and Marketing Theory.
SKU Unavailable
ISBN 13 9780071259354
ISBN 10 007125935X
Title Consumer Behavior
Author J Paul Peter
Condition Unavailable
Binding Type Paperback
Publisher McGraw-Hill Education - Europe
Year published 2007-02-16
Number of pages 576
Cover note Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
Note Unavailable