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.
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Book Description
Editorial Reviews
About the Author
J. Paul Peter is another very highly regarded marketing educator and is also at UW-Madison. He has won many awards for his contributions through research, textbooks, and education.
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Most Helpful Customer Reviews
2 of 2 people found the following review helpful:
5.0 out of 5 stars
Consumer Behavior and marketing strategy,
By Young Mi Kim (3711 Shamrock St. West Apt. B-206 Tallahassee, FL 32309) - See all my reviews (REAL NAME)
This review is from: Consumer Behavior: and Marketing Strategy (McGraw-Hill/Irwin Series in Marketing) (Hardcover)
Most Consumer Behavior books I read confused me with a wide array of definitions, issues and topics that are not interweaved well enough, however, this book was different. This book wonderfully explained the concept of means-end analysis and once you understand this important concept, you could breeze through all the remaining chapters. well written, good case examples and more.
5.0 out of 5 stars
Awesome book,
This review is from: Consumer Behavior and Marketing Strategy: By J. Paul Peter, Jerry C. Olson (Mcgraw-Hill/Irwin Series in Marketing) (Paperback)
I took a class at UCLA extension and this was the textbook we had to use. I have to say that what I learned from this one book and class is more valuable and useful to me than everything I learned while getting my degree in business. The science of why we buy and motivating factors is explained with concise clarity. Very easy to understand and perfectly written.
0 of 3 people found the following review helpful:
4.0 out of 5 stars
although..,
By
This review is from: Consumer Behavior: and Marketing Strategy (McGraw-Hill/Irwin Series in Marketing) (Hardcover)
although there happened sth wrong but they gave me the efficient way to solve the problem. thanks a lot..
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