Consumer Behavior & Marketing Strategy  (English, Paperback, Peter J. Paul)

The seventh edition of Consumer Behavior and Marketing Strategy continues to reflect our firm belief that the Wheel of Consumer Analysis is a powerful tool not only for organizing consumer behavior knowledge but also for understanding consumers and for guiding the development of successful marketing strategies. In fact, it has been used by marketing consultants and practitioners to do so. The four major parts of the Wheel of Consumer Analysis 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 of this book.

Salient Features

• Strong "applied" focus: How to do useful consumer analysis with the objective of developing an effective marketing strategy.
• Based on a sound learning architecture: Use of "Wheel of Consumer Analysis" for ortganizing studies in consumer behavior.
• An array of pedagogical aids: Opening scenarios, HIghlights, Exhibits, Marketing strategy in action, Review and discussion questions and so on.