Consumer Behaviour. Enhanced Media Edition
An European Perspective
(Sprache: Englisch)
Consumer Behaviour: A European Perspective 3rd edition provides a comprehensive, lively, contemporary and practical introduction to consumer behaviour. It shows how research and concepts in this subject can inform and be applied to broader/strategic...
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Consumer Behaviour: A European Perspective 3rd edition provides a comprehensive, lively, contemporary and practical introduction to consumer behaviour. It shows how research and concepts in this subject can inform and be applied to broader/strategic marketing issues. The unique five-part micro-to-macro wheel structure takes a multi-disciplinary approach to the discussion of consumer behaviour theory and applications, and includes the latest trends and demographic data for profiling European consumers. This book is ideal for second and third year undergraduate marketing students, or those students taking a consumer behaviour module as part of a business course. Companion Website Student Access Card: Consumer Behaviour
Inhaltsverzeichnis zu „Consumer Behaviour. Enhanced Media Edition “
Preface Part A Consumers in the marketplace 1. An introduction to consumer behaviour Part B Consumers as individuals 2. Perception 3. Learning and memory 4. Motivation, values and involvement 5. Attitudes 6. Attitude change and interactive communications 7. The self Case studies 1-4 Part C Consumers as decision-makers 8. Individual decision-making 9. Shopping, buying, evaluating and disposing 10. Group influence and opinion leadership Case studies 5-8 Part D A portrait of European consumers 11. European family structure and household decision-making 12. Income and social class 13 Age subcultures Case studies 9-14 Part E Culture and European lifestyles 14. Culture and consumer behaviour 15. Cultural change processes 16. Lifestyles and European cultures 17 New times, new consumers Case studies 15-20 Glossary Indexes
Bibliographische Angaben
- Autoren: Michael Solomon , Gary J. Bamossy , Soren Askegaard , Margaret Hogg
- 2007, XXV, 701 Seiten, Maße: 19,7 x 26,7 cm, Kartoniert (TB), Englisch
- Verlag: Pearson Longman
- ISBN-10: 1405873248
- ISBN-13: 9781405873246
Sprache:
Englisch
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