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Consumer behaviour : applications in marketing

Author: Robert East; Marc Vanhuele; Malcolm Wright
Publisher: London : SAGE, 2013.
Edition/Format:   Print book : English : 2nd edView all editions and formats
Summary:
This second edition of Consumer Behaviour: Applications in Marketing continues to combine accessible writing by respected marketing academics with a strong focus on the use of research to help higher-level students to develop analytical and evidence-based thinking in marketing. Updated with contemporary, global examples and case studies from the arts, sport and entertainment, this second edition includes: -  Read more...
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Document Type: Book
All Authors / Contributors: Robert East; Marc Vanhuele; Malcolm Wright
ISBN: 9781446211229 1446211223 9781446211236 1446211231 9781446263921 1446263924
OCLC Number: 794815992
Notes: Previous edition: 2008.
Description: 337 pages : illustrations ; 24 cm
Contents: pt. 1. Introduction. 1. Ideas and explanations in consumer research --
pt. 2. Consumption patterns. 2. Customer loyalty ; 3. Brand knowledge, brand equity and brand extension ; 4. Stationary markets ; 5. Market dynamics ; 6. Consumer group differences --
pt. 3. Explaining decision-making. 7. Predicting and explaining behaviour ; 8. Information processing and decision-making ; 9. Consumer satisfaction and quality --
pt. 4. Market response. 10. Consumer response to price and sales promotions ; 11. The retail context ; 12. Word-of-mouth influence ; 13. The response to advertising.
Responsibility: Robert East, Malcolm Wright, and Marc Vanhuele.

Abstract:

Written by globally respected marketing academics, this text aims to develop Masters level students' analytical and evidence-based thinking in marketing through the use of up-to-date research,  Read more...

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'A thought-provoking text that challenges readers to consider consumer behaviour in new and refreshing ways. The approach is distinctive. Readers are encouraged to reflect on their own experiences, Read more...

 
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