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Consumer Behavior and Marketing Strategy

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ISBN-10: 0256261903

ISBN-13: 9780256261905

Edition: 5th 1999

Authors: J. Paul Peter, Jerry C. Olson

List price: $116.00
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Book details

List price: $116.00
Edition: 5th
Copyright year: 1999
Publisher: McGraw-Hill Higher Education
Publication date: 7/27/1998
Binding: Hardcover
Pages: 576
Size: 8.20" wide x 10.10" long x 1.10" tall
Weight: 2.794
Language: English

J. Paul Peter is James R. McManus-Bascom Professor and Chair of the Marketing Department at the University of Wisconsin-Madison School of Business. He has taught courses in consumer behavior and in marketing management, strategy, research and theory. He's also taught in a variety of executive programs. Peter won the prestigious William O'Dell Award from the Journal of Marketing Research and twice was a finalist. He is author or editor of more than 30 books and is one of the most cited authors in marketing literature. Peter has served on review boards of the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, and Journal of Business Research. He has consulted for several corporations and the Federal Trade Commission. His earned a DBA from the University of Kentucky.

A Perspective on Consumer Behavior
Introduction to Consumer Behavior and Marketing Strategy
A Framework for Consumer Analysis
Affect and Cognition and Marketing Strategy
Introduction to Affect and Cognition
Consumers' Product Knowledge and Involvement
Attention and Comprehension
Attitudes and Intentions
Consumer Decision Making
Behavior and Marketing Strategy
Introduction to Behavior
Conditioning and Learning Processes
Influencing Consumer Behaviors
The Environment and Marketing Strategy
Introduction to the Environment
Cultural and Cross-Cultural Influences
Subculture and Social Class
Reference Groups and Family
Consumer Behavior and Marketing Strategy
Market Segmentation and Product Positioning
Consumer Behavior and Product Strategy
Consumer Behavior and Promotion Strategy
Consumer Behavior and Pricing Strategy
Consumer Behavior, Electronic Commerce, and Channel Strategy