TY - CHAP A1 - Esen Gurbuz ED1 - Sonyel Oflazo?lu Y1 - 2018-07-25 PY - 2018 T1 - Theory of New Product Development and Its Applications N2 - This book on marketing continues to reflect our firm belief that the Wheel of Consumer Analysis is a powerful tool not only for organizing consumer behaviour 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 various chapters presented here follow several approaches, which researchers can explore in different contexts. This book intends to contribute to a better understanding of the application areas of marketing strategies and shows how these business practices in social sciences can stimulate various topics. BT - Marketing SP - Ch. 4 UR - https://doi.org/10.5772/intechopen.74527 DO - 10.5772/intechopen.74527 SN - 978-1-78923-437-4 PB - IntechOpen CY - Rijeka Y2 - 2022-05-28 ER -