Consumer Behavior & Marketing Strategy Information Center: What's New


		About the Authors Book Preface What's New Feature Summary Sample Chapter Supplements Table of Contents



	Student Edition
	Instructor Edition

Consumer Behavior & Marketing Strategy, 9/e

J. Paul Peter, University of Wisconsin -- Madison
Jerry C. Olson, Pennsylvania State University -- University Park

What's New

Consumer Insights show the relevance of consumer behavior concepts and give students real-life examples of marketing strategies.
Updated chapter opening vignettes discuss real-world situations involving aspects of consumer behavior. Each chapter concludes with a “Back To…” section that summarizes how the chapter material relates to the opening examples.
Revised Marketing Strategy in Action sections focus on consumer analysis issues facing real companies. These brief cases help to integrate consumer behavior information in the marketing strategy development process.

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