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Consumer Behavior, by J. Paul Peter, Jerry Olson
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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.
- Sales Rank: #491889 in Books
- Published on: 2009-12-21
- Original language: English
- Number of items: 1
- Dimensions: 10.70" h x 1.00" w x 8.00" l, 2.65 pounds
- Binding: Hardcover
- 576 pages
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.
The Earl P. Strong Executive Education Professor of Marketing at Pennsylvania State University. He joined Penn Sate in 1971 after receiving his Ph.D. in consumer psychology from Purdue University. At Penn State, he has taught Consumer Behavior, Marketing Management, Advertising and Promotion Management, Research Methods, and Marketing Theory.
Most helpful customer reviews
0 of 0 people found the following review helpful.
Really good conditions no issues
By Amazon Customer
Seller shipped quickly from the same state I'm in, Michigan. Really good conditions no issues, very pleased.
1 of 1 people found the following review helpful.
mediocre at best
By Quiche_v
Consumer behavior can be such an exciting and interesting subject. This textbook is mediocre at best. It doesn't expound on the material or examples in a way that reinforces its teaching. I am taking a consumer behavior course right now and thinking of purchasing a different textbook to supplement.
0 of 0 people found the following review helpful.
This used book is actually in good condition, but just with some smells
By liv
This used book is actually in good condition, but just with some smells... But anyway, it's not a new book.
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