to brands, products, and marketing messages. The book is divided into four parts: Part I provides an

, showing how a new hyper-competitive generation of merchants-- including Macy's, Target, and Walmart-- is

xxiii PART I Introduction 1 (22) 1 Consumer behavior analysis comes of age 3 (20) Gordon R. Foxall PART

economic power" -- The turbulent dew -- The colors of racism -- The trouble is us -- In the groove -- Our

This is the book that market strategists have been waiting for to position themselves in global

in our lives is revealed and consumer culture is seen to provide new ways of creating social and

marketing strategies. The authors have developed the 'Wheel of Consumer Analysis', which is a tool to help

consumer and the firm. This book is at the frontier of behavioural research into how these new commercial