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"Consumer Behavior" provides students with the knowledge and skills necessary to perform consumer analyses that can be used for understanding markets and developing effective marketing strategies. The authors have developed what they call the Wheel of Consumer Analysis, which is a tool to help the reader understand how consumer affect and cognition, consumer behavior, consumer environment, and marketing strategy interact. The wheel is a powerful tool for analyzing consumer behavior and can be used to understand consumers and to guide the development of effective marketing strategies.
From the Publisher
Introductory scenarios, examples and marketing strategy-in-action cases chosen for an European audience
Glossary, key terms concepts and annotated additional reading which covers European and American sources
Balanced treatment of major scientific approaches to the analysis of consumer behaviour
Includes cognitive, behavioural and environmental approaches
Full colour reproductions of advertisements --This text refers to the Paperback edition.
See all Product Description
"Consumer Behavior" provides students with the knowledge and skills necessary to perform consumer analyses that can be used for understanding markets and developing effective marketing strategies. The authors have developed what they call the Wheel of Consumer Analysis, which is a tool to help the reader understand how consumer affect and cognition, consumer behavior, consumer environment, and marketing strategy interact. The wheel is a powerful tool for analyzing consumer behavior and can be used to understand consumers and to guide the development of effective marketing strategies.
From the Publisher
Introductory scenarios, examples and marketing strategy-in-action cases chosen for an European audience
Glossary, key terms concepts and annotated additional reading which covers European and American sources
Balanced treatment of major scientific approaches to the analysis of consumer behaviour
Includes cognitive, behavioural and environmental approaches
Full colour reproductions of advertisements --This text refers to the Paperback edition.
See all Product Description
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