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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. Sales Rank: #132761 in Books Brand: McGraw-Hill Irwin Published on: 2007-01-12 Ingredients: Example Ingredients Original language: English Number of items: 1 Dimensions: 10.20" h x 1.07" w x 8.30" l, 2.70 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. Most helpful customer reviews 2 of 2 people found the following review helpful. great book By Lana the chapters are short and easy to understand. gives me time to get ready for other classes while being up-todate with this one. pros: lots of real-life examples and cases. light weight comparing to other textbooks. 0 of 0 people found the following review helpful. Good By Iris very good. This book looks like new and only a little mark on it and it is more cheap and wonderful 1 of 2 people found the following review helpful. great book By Chloe great deal. its not much different with the new edition. there is no problem to study with this text book., See all 5 customer reviews...
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