Consumer Behavior and Marketing Strategy (The Irwin Series in Marketing)

Type

Book

Authors

J. Paul Peter

Jerry C. Olson

ISBN 10

0256139040

ISBN 13

9780256139044

Tags

Management & Leadership, Research, Marketing

Description

This work shows how the various elements of consumer analysis fit together in an integrated framework, called the "Wheel of Consumer Analysis". Psychological, social and behavioural theories are shown as useful for understanding consumers and developing more effective marketing strategies. The aim is to enable students to develop skills in analyzing consumers from a marketing management perspective and in using this knowledge to develop and evaluate marketing strategies. The text identifies three groups of concepts - affect and cognition, behaviour and the environment - and shows how these they influence each other as well as marketing strategy. The focus of the text is managerial, with a distinctive emphasis on strategic issues and problems. Cases and questions are included in each chapter. - from Amzon

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