The sixth editions of Consumer Behavior and Marketing Strategy continues to reflect our firm belief that the Wheel of Consumer Analysis is a poweful tool not only for organizing consumer behavior knowledge, but also for understanding consumers and for guiding the development of successful marketing strategies. In fact, it has been used by marketing consultants and practitioners to do so. The four major parts of the Wheel of consumer Analysis are consumer affect and cognition, consumer behavior, consumer environment, and marketing strategy. Each of these is the topic of one of the four major sections of this book.

Section 1 A Perspective on Consumer Behavior
Section 2 Affed and Congition and Marketing Strategy
Section 3 Behavior and Marketing Strategy
Section 4 The Envioronment and Marketing Strategy