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Synopsis: Until now Masters and MBA students have been under-served by books on consumer behaviour. Written by a trusted and respected academic this book includes the psychological and social issues that students cover on their course along with exploration of more quantitative approaches to marketing research and `evidence based′ marketing solutions.
Readers are supported by pedagogical features such as thought-provoking mini-cases drawn from international sources and accompanying exercises that will draw out key ideas and help consolidate their learning. A website to support the book has an Instructor′s Manual that offers PowerPoint slides and answers to the mini cases exercises.
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.
Malcolm Wright is professor of marketing at Massey University, New Zealand, and adjunct professor at the Ehrenberg-Bass Institute of the University of South Australia. He applies empirical principles to marketing problems and has made interrelated discoveries about brand loyalty, the use of probability scales, new product forecasting and optimizing the advertising budget. He has also published many articles critically examining the foundations of popular marketing knowledge.
Marc Vanhuele holds a PhD from UCLA and is professor of marketing at HEC Paris. As expert in consumer information processing, his research focuses on how consumers treat price information. A second field of research is how marketing managers can improve their decision making through better use of quantitative information on the consumer’s mind-set. His research has been published in the leading academic journals. He also works as consultant to consumer goods and market research companies.
Title: Consumer Behaviour: Applications in ...
Publisher: Sage Publications
Book Condition: Good
Book Description Sage Publications Ltd, 2008. Paperback. Book Condition: Very Good. All orders are dispatched the following working day from our UK warehouse. Established in 2004, we have over 500,000 books in stock. No quibble refund if not completely satisfied. Bookseller Inventory # mon0002530465
Book Description Sage Publications Ltd, 2008. Paperback. Book Condition: Very Good. Consumer Behaviour: Applications in Marketing This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. . Bookseller Inventory # 7719-9781412934312
Book Description Sage Publications Ltd, 2008. Paperback. Book Condition: Good. Consumer Behaviour: Applications in Marketing This book is in good or better condition. It has no tears to the pages and no pages will be missing from the book. The spine of the book is still in great condition and the front cover is generally unmarked. It has signs of previous use but overall is in really nice, tight condition. Shipping is normally same day from our UK warehouse. We offer a money back guarantee if you are not satisfied. Bookseller Inventory # 9053-9781412934312
Book Description Sage Publications Ltd 05/06/2008, 2008. Book Condition: Good. Will be shipped promptly from UK warehouse. Book is in good condition with no missing pages, no damage or soiling and tight spine. There may be some dog-eared pages showing previous use but overall a great book. Bookseller Inventory # 9053-9781412934312
Book Description SAGE Publications, Limited. Paperback. Book Condition: Good. Book has some visible wear on the binding, cover, pages. Bookseller Inventory # G1412934311I3N00
Book Description Sage Publications Ltd, 2008. Paperback. Book Condition: Very Good. Sent within 24 hours. Expedited UK delivery available. Bookseller Inventory # BBI2176626
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