Consumer Behavior: Building Marketing Strategy

Consumer Behavior: Building Marketing Strategy

Author: 
Hawkins, Del I.
Place: 
Boston
Publisher: 
McGraw-Hill Irwin
Phys descriptions: 
xxii, 778p.: ill.
Date published: 
2010
Record type: 
Responsibility: 
Mothersbaugh, David L., jt. author
ISBN: 
978-0-07-338110-7
Call No: 
005.346(048.8) HAW
Abstract: 

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

Language: 

CITATION: Hawkins, Del I.. Consumer Behavior: Building Marketing Strategy . Boston : McGraw-Hill Irwin , 2010. - Available at: http://library.au.int/consumer-behavior-building-marketing-strategy