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University of Akron - Polsky Campus - FALL 2010 | ||
Section 001 | ||
 | Consumer Behavior: Building Marketing Strategy (11th Edition) by Delbert I. Hawkins, David L. Mothersbaugh, Roger J. Best Hardcover, 832 Pages, Published 2009 ISBN-10: 0-07-338110-1 / 0073381101 ISBN-13: 978-0-07-338110-7 / 9780073381107 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 str | |