This book takes 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 9780071267816
- Publish Date 16 March 2010
- Publish Status Out of Print
- Out of Print 26 August 2015
- Publish Country US
- Publisher McGraw-Hill Education - Europe
- Imprint McGraw Hill Higher Education
- Edition 9th edition
- Format Paperback
- Pages 576
- Language English