Consumer Behaviour: Building Marketing Strategy [Paperback] 12e by Hawkins

Product details Brand New Paperback : 832 pages ISBN-13 : 9780071318174 ISBN-10 : 0071318178 Publisher : McGraw-Hill Higher Education (15 Mar. 2012) 12th Ed Language: : English   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.