J. Paul Peter Knihy

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.

This is a book

Marketing Management, 8/e, by Peter and Donnelly, serves as an overview for critical issues in marketing management. The text strives to enhance knowledge of marketing management and advance student skills so they can develop and maintain successful marketing strategies. The text does this through comprehensive text chapters that analyze the marketing process and gives students the foundation needed for success in marketing management, and through 40 cases (12 of them new, many others updated) that go beyond traditional marketing principles and focus on the role of marketing in cross-functional business and organization strategies.

Provides students with the knowledge and skills necessary to perform consumer analyses that can be used for understanding markets and developing effective marketing strategies. The 'Wheel of Consumer Analysis' helps the reader understand how consumer affect and cognition, consumer behaviour, consumer environment, and marketing strategy interact.

Serves as an overview for critical issues in marketing management. This book is useful for instructors who assign cases, readings and simulations, or who offer modules on marketing management for MBA students. It also works in courses that implement a cross-functional curriculum where the students are required to purchase several texts.