Consumer behavior & marketing strategy /

Peter, J. Paul

Consumer behavior & marketing strategy / J. Paul Peter, Jerry C. Olson and Klaus G. Grunert - International ed. - Boston ; London : McGraw-Hill, [2010] - xviii, 526 p. : ill., figs., tabs. ; 27 cm

Includes bibliographical references and index

Section 1: A perspective on consumer behavior -- Section 2: Affect and cognition and marketing strategy -- Section 3: Behavior and marketing strategy -- Section 4: The environment and marketing strategy -- Section 5: Consumer analysis and marketing strategy

'Consumer Behavior' provides students with the knowledge and skills necessary to perform consumer analyses that can be used for understanding markets and developing effective marketing strategies.

9780071267816 9780071267816 £44.99


Marketing
Consumer behavior--Europe
Consumer behavior.
Market research
Psychology