This book takes 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.

All Editions

Hardcover, 5th Edition

ISBN13: 9780073404769

McGraw-Hill Irwin, 2010

Share Your Thoughts

Your review helps others make informed decisions

Click on a star to start your review