Consumer Behaviour: Applications in Marketing
by Robert East, Marc Vanhuele and Malcolm Wright (OZ) Sage Publications Ltd- Pub Date:
- 05/2008
- ISBN:
- 9781412934312
- Format:
- Pb+ 344 pages
- Price:
- AU$79.00 NZ$90.00
Product Status: Old Edition - Please See New Edition
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Until now Masters and MBA students have been under-served by books on consumer behaviour. Written by trusted and respected academics this book includes the psychological and social issues that students cover in marketing courses along with an exploration of more quantitative approaches to marketing research and `evidence based' marketing solutions.
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.
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.
CONTENTS:
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
Robert East- Kingston University
Marc Vanhuele HEC School of Management
Malcolm Wright (OZ) Univeristy of South Australia
Marc Vanhuele HEC School of Management
Malcolm Wright (OZ) Univeristy of South Australia
