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Consumer Behaviour
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kr 87
Consumer Behaviour
‘A serious, thoughtful consumer behaviour text that focuses on substance rather than what′s fashionable in academic circles.’
Professor Byron Sharp, Ehrenberg-Bass Institute, University of South Australia

‘A thought-provoking text that challenges readers to consider consumer behaviour in new and refreshing ways and reflect on 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

Written by respected marketing academics, this popular textbook extends beyond a basic psychological approach to Consumer Behaviour by providing a more empirical understanding of the subject, helping students grasp marketing applications at both individual and market levels.

The fourth edition maintains a strong focus on research, particularly quantitative methods, helping higher-level students develop analytical and evidence-based thinking for success in scholarly and industry-based marketing research. The textbook contains new examples, exercises and research findings, along with recent advancements in the digital environment.

Suitable for upper undergraduate and postgraduate students taking courses in consumer behaviour, as well as doctoral candidates with a focus on consumer behaviour.

Robert East is Emeritus Professor at Kingston University London, UK.

Jaywant Singh is Professor of Marketing at Southampton Business School, University of Southampton, UK.

Malcolm Wright is Professor of Marketing at Massey University, New Zealand.

Marc Vanhuele 
is Professor of Marketing at HEC Paris, France.
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‘A serious, thoughtful consumer behaviour text that focuses on substance rather than what′s fashionable in academic circles.’
Professor Byron Sharp, Ehrenberg-Bass Institute, University of South Australia

‘A thought-provoking text that challenges readers to consider consumer behaviour in new and refreshing ways and reflect on 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

Written by respected marketing academics, this popular textbook extends beyond a basic psychological approach to Consumer Behaviour by providing a more empirical understanding of the subject, helping students grasp marketing applications at both individual and market levels.

The fourth edition maintains a strong focus on research, particularly quantitative methods, helping higher-level students develop analytical and evidence-based thinking for success in scholarly and industry-based marketing research. The textbook contains new examples, exercises and research findings, along with recent advancements in the digital environment.

Suitable for upper undergraduate and postgraduate students taking courses in consumer behaviour, as well as doctoral candidates with a focus on consumer behaviour.

Robert East is Emeritus Professor at Kingston University London, UK.

Jaywant Singh is Professor of Marketing at Southampton Business School, University of Southampton, UK.

Malcolm Wright is Professor of Marketing at Massey University, New Zealand.

Marc Vanhuele 
is Professor of Marketing at HEC Paris, France.
Produktdetaljer
Sprog: Engelsk
Sider: 376
ISBN-13: 9781529730838
Indbinding: Paperback
Udgave:
ISBN-10: 152973083X
Kategori: Salg og marketing
Udg. Dato: 1 dec 2021
Længde: 26mm
Bredde: 187mm
Højde: 233mm
Oplagsdato: 1 dec 2021
Forfatter(e) Robert East, Marc Vanhuele, Jaywant Singh, Malcolm Wright


Kategori Salg og marketing


Sprog Engelsk


Indbinding Paperback


Sider 376


Udgave


Længde 26mm


Bredde 187mm


Højde 233mm


Udg. Dato 1 dec 2021


Oplagsdato 1 dec 2021

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