Consumer Behavior: Building Marketing Strategy, 11th Edition by Hawkins (2009-02-01)
ISBN-13:
9780070171008
ISBN-10:
0070171009
Edition:
11Rev Ed
Author:
David L. Mothersbaugh, Delbert I. Hawkins
Publication date:
2009
Publisher:
McGraw Hill Higher Education
Format:
Paperback
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Book details
ISBN-13:
9780070171008
ISBN-10:
0070171009
Edition:
11Rev Ed
Author:
David L. Mothersbaugh, Delbert I. Hawkins
Publication date:
2009
Publisher:
McGraw Hill Higher Education
Format:
Paperback
Summary
Consumer Behavior: Building Marketing Strategy, 11th Edition by Hawkins (2009-02-01) (ISBN-13: 9780070171008 and ISBN-10: 0070171009), written by authors
David L. Mothersbaugh, Delbert I. Hawkins, was published by McGraw Hill Higher Education in 2009.
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Description
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.
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