Consumer behavior, Marketing strategy 

The ninth edition of Consumer Behavior and Marketing Strategy continues to reflect our belief that the Wheel of Consumer Analysis is a powerful tool not only for organizing consumer behavior knowledge but also for understanding consumers and for guiding the development of successful marketing strategies. In fact, it has been used by marketing consultants and practitioners to do so. The four major parts of the Wheel of Consumer Analysis 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 of this book.

After Section One, which provides an overview of the model, Section Two discusses affect and cognition, which refers to how consumers think and feel about various things, such as products and brands. Section Three discusses consumer behavior, which refers to the physical actions of consumers, such as purchasing products and brands. Section Four discusses the consumer environment, which is everything external to consumers that influences how they think, feel, and act, such as advertisements or price information. Section Five discusses marketing strategies by which marketing stimuli, such as products, packages, advertisements, sales promotions, stores, Web sites, and price information, are placed in consumer environments to influence consumers’ affect, cognition, and behavior. 

Newsprint ; Ill. ; 26 cm
Includes bibliographic references and index