Consumer Behaviour: Applications in Marketing - Hardcover

East, Robert; Wright, Malcolm; Vanhuele, Marc

4.2

5 ratings by Goodreads

9781446211229: Consumer Behaviour: Applications in Marketing

Hardcover

ISBN 10: 1446211223 ISBN 13: 9781446211229

Publisher: SAGE Publications Ltd, 2013

View all copies of this ISBN edition:

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

"synopsis" may belong to another edition of this title.

About the Author:

Robert East 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.

Review:

′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 Sharp
University Ehrenberg-Bass Institute, University of South Australia

"About this title" may belong to another edition of this title.