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:

Book/Monograph

Responsibility:

Mothersbaugh, David L., jt. author

Subject:

CONSUMER BEHAVIOR

MARKET SURVEYS

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:

English

Subject profile :

Management / Administration / HRM / Training / Career Development

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