Consumer Behavior and Marketing Strategy

Author: J. Paul Peter [USA]
Publisher:
Publish Date: 2000-05-01
Features: The complexity, variability, development, and hierarchical nature of consumer behavior significantly increase the difficulty of corporate marketing management. It has not only become an important field of study for marketing managers but has also made consumer behavior research a relatively independent and marginal discipline that relies on disciplines such as economics, management, marketing, psychology, and sociology. This book elaborates on the research findings of consumer behavior theory and its role in formulating marketing strategies, making it one of the most popular consumer behavior textbooks in the United States.