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Consumer Behavior and Marketing Strategy: , by J. Paul Peter, Jerry C. Olson (Mcgraw-Hill/Irwin Series in Marketing), by J. Paul Peter, Jerr
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"Consumer Behaviour", 7/e by Peter and Olson 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 the 'Wheel of Consumer Analysis', which is a tool to help the reader understand how consumer affect and cognition, consumer behaviour, consumer environment, and marketing strategy interact. The Wheel Model is a powerful tool for analysing and understanding consumer behaviour and can be used to guide the development of effective marketing strategies.
- Sales Rank: #1416344 in Books
- Published on: 2004-04
- Ingredients: Example Ingredients
- Original language: English
- Number of items: 1
- Dimensions: 8.98" h x .87" w x 6.97" l, 1.10 pounds
- Binding: Paperback
- 576 pages
About the Author
J. Paul Peter is James R. McManus-Bascom Professor and Chair of the Marketing Department at the University of Wisconsin-Madison School of Business. He has taught courses in consumer behavior and in marketing management, strategy, research and theory. He's also taught in a variety of executive programs. Peter won the prestigious William O'Dell Award from the Journal of Marketing Research and twice was a finalist. He is author or editor of more than 30 books and is one of the most cited authors in marketing literature. Peter has served on review boards of the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, and Journal of Business Research. He has consulted for several corporations and the Federal Trade Commission. His earned a DBA from the University of Kentucky.
Most helpful customer reviews
0 of 1 people found the following review helpful.
Awesome book
By dstmars
I took a class at UCLA extension and this was the textbook we had to use. I have to say that what I learned from this one book and class is more valuable and useful to me than everything I learned while getting my degree in business. The science of why we buy and motivating factors is explained with concise clarity. Very easy to understand and perfectly written.
2 of 3 people found the following review helpful.
Consumer Behavior and marketing strategy
By Boston_Professor
Most Consumer Behavior books I read confused me with a wide array of definitions, issues and topics that are not interweaved well enough, however, this book was different. This book wonderfully explained the concept of means-end analysis and once you understand this important concept, you could breeze through all the remaining chapters. well written, good case examples and more.
0 of 4 people found the following review helpful.
although..
By W. CHEN
although there happened sth wrong but they gave me the efficient way to solve the problem. thanks a lot..
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