Consumer Behaviour: Building Marketing Strategy [Paperback] 12e by Hawkins

Product details

Brand New

Paperback : 832 pages
ISBN-13 : 9780071318174
ISBN-10 : 0071318178
Publisher : McGraw-Hill Higher Education (15 Mar. 2012) 12th Ed
Language: : English

 

Description

This book is a strategic look at consumer behavior in order to guide successful marketing activities. The Wheel of Consumer Analysis is the organizing factor in the book. The four major parts of the wheel 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 in the book.