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Consumer Behavior & Marketing Strategy, Ninth Edition(9th Edition)

Authors:

J Paul Peter, Jerry C Olson

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Cover Type:Hardcover

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ISBN: 9780073404769

Book publisher: McGraw-Hill

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Book Summary: 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.

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