Consumer Behavior: Building Marketing Strategy
Consumer Behavior: Building Marketing Strategy
Place:
Boston
Publisher:
McGraw-Hill Irwin
Phys descriptions:
xxii, 778p.: ill.
Date published:
2010
Record type:
Responsibility:
Mothersbaugh, David L., jt. author
Subject:
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:
Subject profile :
CITATION: Hawkins, Del I.. Consumer Behavior: Building Marketing Strategy . Boston : McGraw-Hill Irwin , 2010. - Available at: https://library.au.int/consumer-behavior-building-marketing-strategy