Consumer behaviour : applications in marketing

著者

書誌事項

Consumer behaviour : applications in marketing

Robert East, Malcolm Wright and Marc Vanhuele

SAGE, 2013

2nd ed

  • : pbk

大学図書館所蔵 件 / 全15件

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注記

Previous ed.: 2008

Includes bibliographical references (p. [284]-320) and indexes

内容説明・目次

内容説明

Electronic Inspection Copy available to instructors here What'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

目次

PART 1 INTRODUCTION 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: The Retail Context Chapter 12: Word-of-Mouth Influence Chapter 13: The Response to Advertising

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