Consumer Behavior

7 ed
ISBN: 978-0-07-111177-5
Verlag: McGraw-Hill Education - Europe

Buch, Englisch, 576 Seiten, Format (B × H): 202 mm x 256 mm, Gewicht: 1036 g

Consumer Behavior, 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 behavior, consumer environment, and marketing strategy interact. The Wheel Model is a powerful tool for analyzing and understanding consumer behavior and can be used to guide the development of effective marketing strategies.

Autoren/Hrsg.

Peter, J. Paul

Olson, Jerry

Über Autor(innen)

Peter, J. Paul
J. Paul Peter is another very highly regarded marketing educator and is also at UW-Madison.  He has won many awards for his contributions through research, textbooks, and education.

Olson, Jerry
The Earl P. Strong Executive Education Professor of Marketing at Pennsylvania State University. He joined Penn Sate in 1971 after receiving his Ph.D. in consumer psychology from Purdue University. At Penn State, he has taught Consumer Behavior, Marketing Management, Advertising and Promotion Management, Research Methods, and Marketing Theory.