We are delighted that so many instructors and students have found ourbook useful for teaching and learning the fascinating field of consumerbehavior. We appreciate their sentiments that our book does the bestjob of integrating consumer behavior into the marketing curriculum.Since the objective of the book is to give students the knowledge and skills necessaryto perform useful consumer analyses for developing effective marketing strategies,we are encouraged that the book is accomplishing its objective. The ninth edition of Consumer Behavior and Marketing Strategy continues toreflect our belief that the Wheel of Consumer Analysis is a powerful tool not only fororganizing consumer behavior knowledge but also for understanding consumers andfor guiding the development of successful marketing strategies. In fact, it has beenused by marketing consultants and practitioners to do so. The four major parts of theWheel of Consumer Analysis are consumer affect and cognition, consumer behavior,
consumer environment, and marketing strategv Each of these components is thetopic of one of the four major sections of this book.