East, R: Consumer Behaviour
(Sprache: Englisch)
Electronic Inspection Copy available to instructors hereWhat's the best day to advertise groceries? Does a lookalike damage the brand it mimics? Do your long-term...
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Electronic Inspection Copy available to instructors hereWhat's the best day to advertise groceries? Does a lookalike damage the brand it mimics? Do your long-term customers recommend you more than others? How damaging is negative word of mouth? Should retailers use 9-ending prices? These are some of the fascinating questions you will explore in this text. The text is written by respected marketing academics across the globe with a strong focus on the use of research to help higher-level students develop analytical and evidence-based thinking in marketing. It extends beyond a psychological approach to provide an empirical understanding of the subject for success in industry roles or further research in the field, and takes into consideration not just the individual but the market environment.
New to this second edition:
- Fully updated with contemporary, global examples and case studies to encourage an international readership
- Further coverage of cross-cultural comparison, including a new chapter on Consumer Differences which also incorporates age and gender differences
- Study features such as exercises, questions/answers, and a fully updated companion website with lecturer and student resources - www.sagepub.co.uk/east2e
This textbook is essential reading for postgraduate students (MA, MSc, MBA) taking courses in consumer behaviour and undergraduate students specialising in consumer behaviour.Visit the Companion Website at www.sagepub.co.uk/east2e
Inhaltsverzeichnis zu „East, R: Consumer Behaviour “
PART 1 INTRODUCTIONChapter 1: Ideas and Explanations in Consumer ResearchPART 2 CONSUMPTION PATTERNSChapter 2: Customer LoyaltyChapter 3: Brand Knowledge, Brand Equity and Brand ExtensionChapter 4: Stationary MarketsChapter 5: Market DynamicsChapter 6: Consumer Group DifferencesPART 3 EXPLAINING DECISION-MAKINGChapter 7: Predicting and Explaining BehaviourChapter 8: Information Processing and Decision-MakingChapter 9: Consumer Satisfaction and QualityPART 4 MARKET RESPONSEChapter 10: Consumer Response to Price and Sales PromotionsChapter 11: The Retail ContextChapter 12: Word-of-Mouth InfluenceChapter 13: The Response to Advertising
Autoren-Porträt von Robert East, Malcolm Wright, Marc Vanhuele
<p style="margin: 0cm 0cm 0pt;"><span>Robert East</span><span> 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. </span></p>
Bibliographische Angaben
- Autoren: Robert East , Malcolm Wright , Marc Vanhuele
- 2nd revised edition, X, 337 Seiten, mit Abbildungen, Maße: 18,9 x 23,3 cm, Kartoniert (TB), Englisch
- Verlag: Sage Publications Ltd.
- ISBN-10: 1446211231
- ISBN-13: 9781446211236
- Erscheinungsdatum: 15.01.2013
Sprache:
Englisch
Rezension zu „East, R: Consumer Behaviour “
'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, as well as appreciate the insights provided by scholarship in psychology, sociology and marketing science. The authors not only discuss complex, one-off decisions, but also help us to understand 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, Sydney 'A serious, thoughtful consumer behaviour text, that focuses on substance rather than what's fashionable in academic circles' -Professor Byron SharpUniversity Ehrenberg-Bass Institute, University of South Australia
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