Consumer behaviour : applications in marketing
East, Robert, 1940-2022
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Written by trusted and respected academics, 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. 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 Eastis Emeritus Professor at Kingston University London, UK. Jaywant Singhis Professor of Marketing at Southampton Business School, University of Southampton, UK. Malcolm Wrightis Professor of Marketing at Massey University, New Zealand. Marc Vanhueleis Professor of Marketing at HEC Paris, France.
Main title:
Author:
East, Robert, 1940-, authorSingh, Jaywant, authorWright, Malcolm, 1963-, authorVanhuele, Marc, author
Edition:
Fourth edition / Robert East, Jaywant Singh, Malcolm Wright, Marc Vanhuele.
Imprint:
Los Angeles : SAGE, 2022.
Collation:
xii, 357 pages : illustrations (black and white, and colour) ; 24 cm
Notes:
Previous edition: 2017.Includes bibliographical references and index.
ISBN:
9781529730838 (pbk)9781529730845 (hbk)
Local class:
658.8342 EAS
Language:
English
BRN:
4893888