Consumer Behaviour: Applications in Marketing
Autor Robert East, Jaywant Singh, Malcolm Wright, Marc Vanhueleen Limba Engleză Paperback – 30 noi 2021
Professor Byron Sharp, Ehrenberg-Bass Institute, University of South Australia
‘A thought-provoking text that challenges readers to consider consumer behaviour in new and refreshing ways and reflect on routine behaviours that occupy so much of daily life – buying brands, patronising stores, watching adverts, making recommendations.’
Professor Mark Uncles, Deputy Dean, Australian School of Business, University of New South Wales
Written by respected marketing academics, this popular textbook extends beyond a basic psychological approach to Consumer Behaviour by providing a more empirical understanding of the subject, helping students grasp marketing applications at both individual and market levels.
The fourth edition maintains a strong focus on research, particularly quantitative methods, helping higher-level students develop analytical and evidence-based thinking for success in scholarly and industry-based marketing research. The textbook contains new examples, exercises and research findings, along with recent advancements in the digital environment.
Suitable for upper undergraduate and postgraduate students taking courses in consumer behaviour, as well as doctoral candidates with a focus on consumer behaviour.
Robert East is Emeritus Professor at Kingston University London, UK.
Jaywant Singh is Professor of Marketing at Southampton Business School, University of Southampton, UK.
Malcolm Wright is Professor of Marketing at Massey University, New Zealand.
Marc Vanhuele is Professor of Marketing at HEC Paris, France.
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Specificații
ISBN-10: 152973083X
Pagini: 376
Dimensiuni: 186 x 232 x 26 mm
Greutate: 1.08 kg
Ediția:Fourth Edition
Editura: SAGE Publications
Colecția Sage Publications Ltd
Locul publicării:London, United Kingdom
Recenzii
This book provides a wonderful (and very unusual) balance between areas of marketing that are often at odds with each other (or, worse yet, unaware of each other) … I recommend it to any student, researcher or manager in marketing.
I used this book for the consumer behaviour module in my master’s degree. It was my favourite subject, and the book provided valuable insights and guidance to successfully complete the course. The book is packed with the concepts relevant for today's marketer and highlights the consequences of commonly used techniques such as loyalty programmes and discounts.
A serious, thoughtful consumer behaviour text, that focuses on substance rather than what’s fashionable in academic circles.
Cuprins
Chapter 1 Ideas and Explanations in Consumer Research
PART 2 CONSUMPTION PATTERNS
Chapter 2 Customer Loyalty
Chapter 3 Brand Knowledge, Brand Equity and Brand Extension
Chapter 4 Stationary Markets
Chapter 5 Market Dynamics
Chapter 6 Consumer Group Differences
PART 3 EXPLAINING DECISION-MAKING
Chapter 7 Predicting and Explaining Behaviour
Chapter 8 Information Processing and Decision-Making
Chapter 9 Consumer Satisfaction and Quality
PART 4 MARKET RESPONSE
Chapter 10 Consumer Response to Price and Sales Promotions
Chapter 11 Shopper Behavior
Chapter 12 Word-of-Mouth Influence
Chapter 13 The Response to Advertising
Descriere
'A serious, thoughtful consumer behaviour text that focuses on substance rather than what's fashionable in academic circles.'Professor Byron Sharp, Ehrenberg-Bass Institute, University of South Australia'A thought-provoking text that challenges readers to consider consumer behaviour in new and refreshing ways and reflect on routine behaviours that occupy so much of daily life - buying brands, patronising stores, watching adverts, making recommendations.'Professor Mark Uncles, Deputy Dean, Australian School of Business, University of New South WalesWritten by respected marketing academics, this popular textbook extends beyond a basic psychological approach to Consumer Behaviour by providing a more empirical understanding of the subject, helping students grasp marketing applications at both individual and market levels. The fourth edition maintains a strong focus on research, particularly quantitative methods, helping higher-level students develop analytical and evidence-based thinking for success in scholarly and industry-based marketing research. The textbook contains new examples, exercises and research findings, along with recent advancements in the digital environment.
Suitable for upper undergraduate and postgraduate students taking courses in consumer behaviour, as well as doctoral candidates with a focus on consumer behaviour. Robert East is Emeritus Professor at Kingston University London, UK. Jaywant Singh is Professor of Marketing at Southampton Business School, University of Southampton, UK.
Malcolm Wright is Professor of Marketing at Massey University, New Zealand. Marc Vanhuele is Professor of Marketing at HEC Paris, France.
Notă biografică
Robert East is emeritus professor at Kingston Business School, Kingston University London and adjunct professor at the Ehrenberg-Bass Institute of the University of South Australia. He trained as a social psychologist and is a postgraduate of London Business School. His research has mainly focused on word-of-mouth patterns where his new evidence has shown that some widely-held beliefs are mistaken. As a teacher of consumer behaviour, he has been keen to deliver knowledge that is useful to students while not over simplifying the subject.