Consumer behavior & marketing strategy /
J. Paul Peter
- McGraw-Hill, 2010.
- xxv, 545 p. : ill. (some col.) ; 26 cm.
- Irwin/McGraw-Hill series in marketing .
Includes bibliographical references (p. 481-510) and indexes.
This text provides the information needed for consumer analysis that can be used for understanding markets and developing effective marketing strategies. It aims to help readers understand how consumer affect and cognition, consumer behaviour, consumer environment and marketing strategy interact.
The online book link: https://www.bookdepository.com/Consumer-Behavior-and-Marketing-Strategy-J-Paul-Peter-Jerry-C-Olson/9780256261905