Jerry C. Jerry Corrie Olson Livres

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.

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 'Wheel of Consumer Analysis' helps the reader understand how consumer affect and cognition, consumer behaviour, consumer environment, and marketing strategy interact.