ESCP Europe

The ninth edition of this textebook takes a close look at consumer behavior in order to guide the development of successful marketing activities. As a recognizable powerful tool for organizing consumer behavior knowledge and understanding consumers, The Wheel of Consumer Analysis serves as the organizing factor in the book. Each of the four components of the wheel is the topic of one of the four major sections in the book : affect and cognition ; consumer behavior ; consumer environment ; and marketing strategy. This structure gives students the knowledge and skills to perform useful consumer analysis for developing effective marketing strategies. @back cover