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.
- ISBN13 9780073529851
- Publish Date 16 February 2007
- Publish Status Out of Print
- Out of Print 1 June 2011
- Publish Country US
- Publisher McGraw-Hill Education - Europe
- Imprint McGraw-Hill Professional
- Edition 8th edition
- Format Hardcover
- Pages 576
- Language English