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Book Store price: $174.38
CONSUMER BEHAVIOR: BUILDING MARKETING STRATEGY
ISBN: 0073381101
ISBN 13: 9780073381107
Author: DELBERT HAWKINS
Edition: 11
Publisher: McGraw-Hill/Irwin
Publication Date: Jan 30, 2009
Pages: 832
CollegeBookRenter.com does not guarantee that supplemental materials such as CDs and online access codes will be available with this book.
ISBN 13: 9780073381107
Author: DELBERT HAWKINS
Edition: 11
Publisher: McGraw-Hill/Irwin
Publication Date: Jan 30, 2009
Pages: 832
CollegeBookRenter.com does not guarantee that supplemental materials such as CDs and online access codes will be available with this book.
Book Summary
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.
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.
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