Consumer Behaviour (eBook, PDF) - East, Robert; Singh, Jaywant; Vanhuele, Marc; Wright, Malcolm
43,95
43,95
Alle Preise in Euro, inkl. MwSt.
Sofort per Download lieferbar
43,95
Alle Preise in Euro, inkl. MwSt.
Sofort per Download lieferbar

Alle Infos zum eBook verschenken
Als Download kaufen
43,95
Preis in Euro, inkl. MwSt.
Sofort per Download lieferbar
Abo Download
9,90 / Monat*
*Abopreis beinhaltet vier eBooks, die aus der tolino select Titelauswahl im Abo geladen werden können.

Preis in Euro, inkl. MwSt.
Sofort per Download lieferbar

Einmalig pro Kunde einen Monat kostenlos testen (danach 9,90 pro Monat), jeden Monat 4 aus 40 Titeln wählen, monatlich kündbar.

Mehr zum tolino select eBook-Abo
Jetzt verschenken
43,95
Preis in Euro, inkl. MwSt.
Sofort per Download lieferbar

Alle Infos zum eBook verschenken
22 °P sammeln

  • Format: PDF


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,…mehr

Produktbeschreibung
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. Suitable for upper undergraduate and postgraduate students taking courses in consumer behaviour, as well as doctoral candidates with a focus on consumer behaviour.
  • Produktdetails
  • Verlag: SAGE Publications
  • Seitenzahl: 368
  • Erscheinungstermin: 10.11.2016
  • Englisch
  • ISBN-13: 9781473987272
  • Artikelnr.: 47077456
Autorenporträt
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.

Inhaltsangabe
PART 1 INTRODUCTION
Chapter 1: Ideas and Explanations in Consumer Research
PART 2 CONSUMPTION PATTERNS
Chapter 2: Customer Loyalty
Chapter 3: Brand Knowledge, Brand Equity and Brand Extension
Chapter 4: Stationary Markets
Chapter 5: Market Dynamics
Chapter 6: Consumer Group Differences
PART 3 EXPLAINING DECISION-MAKING
Chapter 7: Predicting and Explaining Behaviour
Chapter 8: Information Processing and Decision-Making
Chapter 9: Consumer Satisfaction and Quality
PART 4 MARKET RESPONSE
Chapter 10: Consumer Response to Price and Sales Promotions
Chapter 11: The Retail Context
Chapter 12: Word-of-Mouth Influence
Chapter 13: The Response to Advertising