Description

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.

More Details about Consumer Behavior Building Marketing Strategy 11th Edition (Ie)

General Information  
Author(s)Hawkins D
PublisherMcgrawhill Sp
Edition11
ISBN9780071288415
Pages778
BindingPaperback
LanguageEnglish
Publish YearJanuary 2010