A wonderful (and very unusual) balance between areas of marketing that are often at odds with each other (or, worse yet, unaware of each other)... I recommend it to any student, researcher, or manager in marketing Peter Fader, Frances and Pei-Yuan Chia Professor; and Professor of Marketing, Wharton School, University of Pennsylvania Exceptional for the amount of relevant research that is presented and explained. Students who have read and understood this text are likely to be much more of use to industry Fergus Hampton, ...
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A wonderful (and very unusual) balance between areas of marketing that are often at odds with each other (or, worse yet, unaware of each other)... I recommend it to any student, researcher, or manager in marketing Peter Fader, Frances and Pei-Yuan Chia Professor; and Professor of Marketing, Wharton School, University of Pennsylvania Exceptional for the amount of relevant research that is presented and explained. Students who have read and understood this text are likely to be much more of use to industry Fergus Hampton, Managing Director, Millward Brown Precis Written in a focused and accessible form by respected marketing academics, Consumer Behaviour helps readers to develop analytical and evidence-based thinking in marketing and avoid more formulaic approaches that lack the support of research. With a strong focus on the use of research, this book will really appeal to the specific needs of higher-level students. The book covers important material that is often missing in consumer behaviour texts. For example, whole chapters are devoted to brand loyalty, brand equity, biases in decision-making, word of mouth, the response to price and the effect of advertising. Shorter reviews cover evidence on topics such as loyalty programmes, the response to delay and retail atmospherics. Chapters are quite short and divided into sections. Each chapter contains exercises designed to draw out key ideas and consolidate understanding, and there are suggestions for further reading. A website to support the book has an Instructors Manual that offers PowerPoint slides, discussion of exercises, computer programs, a suggested Masters-level course, and a Word file of references to assist students writing assignments.
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Add this copy of Consumer Behaviour: Applications in Marketing to cart. $19.51, good condition, Sold by Anybook rated 4.0 out of 5 stars, ships from Lincoln, UNITED KINGDOM, published 2009 by Sage Publications Ltd.
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Seller's Description:
This is an ex-library book and may have the usual library/used-book markings inside. This book has soft covers. In good all round condition. Please note the Image in this listing is a stock photo and may not match the covers of the actual item, 700grams, ISBN: 9781412934312.
Add this copy of Consumer Behaviour: Applications in Marketing to cart. $19.51, fair condition, Sold by Anybook rated 4.0 out of 5 stars, ships from Lincoln, UNITED KINGDOM, published 2008 by Sage Publications Ltd.
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Seller's Description:
This is an ex-library book and may have the usual library/used-book markings inside. This book has soft covers. In fair condition, suitable as a study copy. Please note the Image in this listing is a stock photo and may not match the covers of the actual item, 650grams, ISBN: 9781412934312.
Add this copy of Consumer Behaviour: Applications in Marketing to cart. $19.81, good condition, Sold by Anybook rated 4.0 out of 5 stars, ships from Lincoln, UNITED KINGDOM, published 2008 by Sage Publications Ltd.
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Seller's Description:
This is an ex-library book and may have the usual library/used-book markings inside. This book has soft covers. In good all round condition. Please note the Image in this listing is a stock photo and may not match the covers of the actual item, 650grams, ISBN: 9781412934312.
Add this copy of Consumer Behaviour: Applications in Marketing to cart. $26.92, poor condition, Sold by Anybook rated 4.0 out of 5 stars, ships from Lincoln, UNITED KINGDOM, published 2008 by Sage Publications.
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Seller's Description:
This is an ex-library book and may have the usual library/used-book markings inside. This book has soft covers. In poor condition, suitable as a reading copy. Please note the Image in this listing is a stock photo and may not match the covers of the actual item, 650grams, ISBN: 9781412934312.
Add this copy of Consumer Behaviour: Applications in Marketing to cart. $54.95, new condition, Sold by Poverty Hill Books rated 5.0 out of 5 stars, ships from Mt. Prospect, IL, UNITED STATES, published 2008 by SAGE Publications Ltd.