Consumer Behaviour: Applications in Marketingby Robert East, Marc Vanhuele and Malcolm Wright (OZ) Sage Publications Ltd
- Pub Date:
- Pb+ 344 pages
- AU$79.00 NZ$90.00
Other Available Formats:
Readers are supported by pedagogical features such as thought-provoking mini-cases drawn from international sources and accompanying exercises that will draw out key ideas and help consolidate their learning. A website to support the book has an Instructor's Manual that offers PowerPoint slides and answers to the mini cases exercises.
COURSE USE: Suitable for courses in Consumer Marketing.
Part One: Introduction / The Nature of Consumer Behaviour / Part Two: Patterns of Consumer Behaviour / Consumer Loyalty / Brand Equity / Stationary Market / Market Dynamics / Part Three: Information Processing And Attitudes / Belief, Attitude and Behaviour / Satisfaction and Quality / Information Processing and Judgement / PART Four: Influences on the Consumer / The Response to Price / The Retail Context / The Social Basis of Market Change / The Response to Advertising and Sales Promotion / Part Five: The Future of Consumer Behaviour
Marc Vanhuele HEC School of Management
Malcolm Wright (OZ) Univeristy of South Australia