Consumer Behavior and Marketing Strategy: Test Bank
The authors have developed what they call the Wheel of Consumer Analysis, which is a tool to help the reader understand how consumer affect and cognition, consumer behavior, consumer environment, and marketing strategy interact.
Provides students with the knowledge and skills necessary to perform consumer analyses that can be used for understanding markets and developing effective marketing strategies.
This work shows how the various elements of consumer analysis fit together in an integrated framework, called the Wheel of Consumer Analysis. Psychological, social and behavioural theories are shown as...
Most of the topics introduced in this book cover new techniques and the applications of marketing. The topics covered in this book offer the readers new insights in the field of consumer behavior and marketing strategy.