Consumer behavior & marketing strategy /
Consumer behavior and marketing strategy
J. Paul Peter, Jerry C. Olson.
- 9th ed.
- New York : McGraw-Hill, c2010.
- xix, 554 p. : ill. ; 27 cm.
Includes bibliographical references and index.
Section 1 A perspective on consumer behavior - Section 2 Affect and cognition and marketing strategy - Section 3 Behavior and marketing strategy - Section 4 The environment and marketing strategy - Section 5 Consumer analysis and marketing strategy