Consumer behaviour : applications in marketing

著者

書誌事項

Consumer behaviour : applications in marketing

Robert East, Jaywant Singh, Malcolm Wright & Marc Vanhuele

SAGE, c2017

3rd ed

  • : [hard]
  • : pbk.

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注記

Includes bibliographical references and index

内容説明・目次

内容説明

Extending beyond a basic psychological approach to Consumer Behaviour, this text provides an empirical understanding of the subject and will be of particular appeal to those of the Ehrenberg-Bass tradition and those who view Marketing as a science. The third edition maintains a strong focus on the use of research, helping students to develop analytical and evidence-based thinking in marketing and to take into consideration not just the individual but also the marketing environment. New examples and research findings have been included with special attention paid to the digital environment, including online consumer behaviour and research. Suitable for upper undergraduate and postgraduate students taking courses in consumer behaviour, as well as doctoral candidates with a focus on consumer behaviour.

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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