Consumer behaviour : applications in marketing /
Applications in marketing
Robert East, Jaywant Singh, Malcolm Wright & Marc Vanhuele.
- 3rd edition.
- xii, 350 pages : illustrations ; 24 cm
Previous edition: 2013.
Includes bibliographical references and index.
Introduction : -- Ideas and Explanations in Consumer Research -- Consumption Patterns : -- Customer Loyalty -- Brand Knowledge, Brand Equity and Brand Extension -- Stationary Markets -- Market Dynamics -- Consumer Group Differences -- Explaining Decision-making : -- Predicting and Explaining Behaviour -- Information Processing and Decision-Making -- Consumer Satisfaction and Quality -- Market Response : -- Consumer Response to Price and Sales Promotions -- The Retail Context -- Word-of-Mouth Influence -- The Response to Advertising. Part 1. 1. Part 2. 2. 3. 4. 5. 6. Part 3. 7. 8. 9. Part 4. 10. 11. 12. 13.
"Extending beyond a basic psychological approach to Consumer Behaviour, this text provides an empirical understanding of the subject and will be of particular appeal to those of the Ehrenberg-Bass tradition and those who view Marketing as a science. The third edition maintains a strong focus on the use of research, helping students to develop analytical and evidence-based thinking in marketing and to take into consideration not just the individual but also the marketing environment. New examples and research findings have been included with special attention paid to the digital environment, including online consumer behaviour and research."--Publisher's website.