Consumer behaviour is the study of how, where, when and why we conduct the exchange elements of our lives to satisfy our needs and desires. It is fundamental to marketing as marketing is concerned with supplying and anticipating customer requirements; therefore understanding how customers behave is at the very heart of the marketing concept.
Consumer Behaviour, 2nd Edition is more ‘student centred’ than the competition, manifested in the use of cases and exercises to be used in participative and applied ways, reflecting the clear trend towards student centred and application-based marketing courses.
Features:
- Coverage of consumer buying behaviour from a marketing, rather than a behavioural science perspective
- The addition of new journal articles from a range of journals.
'This book is comprehensive, p to date and thought provoking; packed with real-life examples and interesting pedagogical features.' - Vincent Mitchell
Consumer Behaviour 2e is written in student-friendly language and designed specifically around how students learn. Using their considerable experience, Martin Evans, Ahmad Jamal and Gordon Foxall present a concise exploration of the key aspects of the Consumer Behaviour in a lively but rigorous manner. The new edition now includes a chapter on organizational buying behaviour, alongside topical issues such as Consumer Misbehaviour and the use of personalised transactional and profile data, which marketers are increasingly using to explain consumer behaviour.
Key learning features of the text:
- Long and short cases from Marketing Week, TNS Sofr4es, and the Direct Marketing Association/Royal Mail.
- Full length academic journal articles with reflective questions.
- Future Foundation Research Reports.
- Think boxes to encourage students to think in more of an analytical and critical way.
- Questions and practical assignments at the end of each chapter.
- Web links to extend examples, plus extra journal articles which students can access from the companion website.
- Full colour text illustrated with many classic and contemporary examples of advertisements.
Web support for lecturers and students:
Consumer Behaviour 2e is accompanied by a comprehensive website t www.wileyeurope.com/college/evans. Students will find additional journal articles, research summaries, extra cases and multiple choice quizzes. For lecturers there is a full instructor's manual with suggested solutions and case teaching notes, a large test bank and a comprehensive selection of PowerPoint slides for each chapter that include all the figures and tables and many of the advertising images used. Lecturers can also access TV adverts with teaching notes and extra case material.
Comments on the first edition:
'This innovative and student-friendly textbook combines theory with practical examples and illustrations to bring the study of consumer behaviour to life. I particularly like the 'think boxes' which encourage students to ponder issues as they read each chapter. The inclusion of key articles also provides students with a convenient means of delving deeper into issues to gain richer insights into consumer behaviour.' - Professor David Jobber
"A particularly well-conceived text that superbly demystified consumer behaviour. The underpinning theory is easy to grasp and its application is so clearly shown. The book's student-centric focus is excellent.' - Professor Leslie de Chernatony
