This text provides students with the knowledge and skills necessary to perform consumer analyses that can be used for understanding markets and developing effective marketing strategies. It also provides the "Wheel of Consumer Analysis", a tool to help readers understand how consumer affect and cognition, consumer behaviour, consumer environment and marketing strategies interact.
- ISBN10 0071121110
- ISBN13 9780071121118
- Publish Date July 2001 (first published December 1986)
- Publish Status Active
- Publish Country GB
- Publisher McGraw-Hill Education - Europe
- Imprint McGraw-Hill Publishing Co.
- Edition International student edition
- Format Paperback
- Pages 576
- Language English