Consumer Behavior and Marketing Strategy

Business & Money

Olson, Jerry C.

Peter,J. Paul

Management & Leadership

McGraw-Hill Education (ISE Editions)

"Consumer Behaviour and Marketing Strategy, European Edition" is the European version of the very successful US text now in it's seventh edition. The academic rigour, which distinguished this book from its competitors, is retained as is the basic structure. Cognitive, behavioural and environmental approaches to the analysis of consumer behaviour receives a balanced and integrated treatment. This European edition draws on the latest consumer research and applies it to the marketing problems of European companies. All concepts are viewed from a marketing management perspective.

Consumer Behavior and Marketing Strategy (Irwin Series in Marketing)

Richard D.Irwin

A guide to marketing and consumer behaviour using a simplified framework of affect and cognition, behaviour and environment, with marketing strategy integrated throughout.

Understanding Consumer Behavior (The Irwin Series in Marketing)

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 useful for understanding consumers and developing more effective marketing strategies. The aim is to enable students to develop skills in analyzing consumers from a marketing management perspective and in using this knowledge to develop and evaluate marketing strategies. The text identifies three groups of concepts - affect and cognition, behaviour and the environment - and shows how these they influence each other as well as marketing strategy. The focus of the text is managerial, with a distinctive emphasis on strategic issues and problems. Cases and questions are included in each chapter.

Consumer Behavior and Marketing Strategy (The Irwin Series in Marketing)

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Books by Olson, Jerry C.