Consumer Behavior and Marketing Strategy (The Irwin Series in Marketing)
By Unknown Author.
Description
This work shows how the various elements of consumer analysis fit together in an integrated framework, called the "Wheel of Consumer Analysis". Psychological, social and behavioural theories are shown as useful for understanding consumers and developing more effective marketing strategies. The aim is to enable students to develop skills in analyzing consumers from a marketing management perspective and in using this knowledge to develop and evaluate marketing strategies. The text identifies three groups of concepts - affect and cognition, behaviour and the environment - and shows ...
ISBN(s)
0256139040, 9780256139044
