TY - BOOK ID - 295915 TI - Consumer behavior: building marketing strategy AU - Hawkins, Del I. AU - Mothersbaugh, David L. PY - 2010 SN - 9780070171008 9780073381107 0073381101 9780077294106 0077294106 0070171009 9780073361345 0073361348 PB - Boston, Mass. McGraw-Hill DB - UniCat KW - Consumer behavior KW - Market surveys KW - Behavior, Consumer KW - Buyer behavior KW - Decision making, Consumer KW - Human behavior KW - Consumer profiling UR - https://www.unicat.be/uniCat?func=search&query=sysid:295915 AB - 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. ER -