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. Each of these components is the topic of one of the four major sections in the book. This book also offers coverage of consumer behaviour including psychological, social and managerial implications. There are cases at the end of each major section of the text. The cases can be read in class and used to generate discussion of a particular topic.