J paul peter and jerry c olson

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. Read more Read less.

Paul Peter, Jerry C. Olson Mcg. Consumer Behavior : Building Marketing Strategy. Consumer Behavior : Implications for Marketing Strategy. Be the first to write a review. Skip to main content. Email to friends Share on Facebook - opens in a new window or tab Share on Twitter - opens in a new window or tab Share on Pinterest - opens in a new window or tab.

Ask Seller a Question. The authors have developed the 'Wheel of Consumer Analysis', which is a tool to help the reader understand how consumer affect and cognition, consumer behaviour, consumer environment, and marketing strategy interact.
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