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.
- ISBN10 0071318178
- ISBN13 9780071318174
- Publish Date 1 March 2012
- Publish Status Unknown
- Publish Country US
- Publisher McGraw-Hill Education - Europe
- Imprint McGraw Hill Higher Education
- Edition 12th Revised edition
- Format Paperback
- Pages 832
- Language English