Consumer Behavior with DDB LifeStyle Study Data Disk (Consumer Behavior

出版者:McGraw-Hill/Irwin

作者:Delbert Hawkins

页数:778

出版时间:2009-01-27

价格:$ 254.25

装帧:Hardcover

isbn号码:9780077294106

图书标签:Marketing

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.