Consumer Behavior and Marketing Strategy by J Paul Peter

Consumer Behavior and Marketing Strategy by J Paul Peter

This work shows how the various elements of consumer analysis fit together in an integrated framework, called the "Wheel of Consumer Analysis". Psychological, social and behavioural theories are shown as useful for understanding consumers and developing more effective marketing strategies. The aim is to enable students to develop skills in analyzing consumers from a marketing management perspective and in using this knowledge to develop and evaluate marketing strategies. The text identifies three groups of concepts - affect and cognition, behaviour and the environment - and shows how these they influence each other as well as marketing strategy. The focus of the text is managerial, with a distinctive emphasis on strategic issues and problems. Cases and questions are included in each chapter.

Peter, J. Paul: - 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.

SKU	Unavailable
ISBN 13	9780256139044
ISBN 10	0256139040
Title	Consumer Behavior and Marketing Strategy
Author	J Paul Peter
Condition	Unavailable
Binding Type	Hardback
Publisher	McGraw-Hill Education - Europe
Year published	1996-01-01
Number of pages	672
Cover note	Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
Note	Unavailable