Consumer Behaviour A European Outlook

A European Outlook

Häftad, Engelska, 2011

AvLeon G. Schiffman,Leslie Kanuk,Havard Hansen

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Consumer Behaviour focuses not only on what consumers buy, but also why they buy, when they buy, where they buy and how they evaluate their purchase, and how they ultimately dispose of it.

The second edition has been thoroughly adapted and revised to reflect European conditions, and to focus attention on critical concepts in consumer behaviour. In doing so the authors illuminate the ways in which marketers apply the principles of consumer behaviour to the development and implementation of marketing strategies. The new ‘Innovation In Action feature’ will give practical examples to help you student link Consumer Behaviour with how it is practised in the workplace.

Produktinformation

Utgivningsdatum2011-10-14
Mått196 x 266 x 19 mm
Vikt860 g
FormatHäftad
SpråkEngelska
Antal sidor480
Upplaga2
FörlagPearson Education
ISBN9780273736950

Tillhör följande kategorier

Försäljning och marknadsföring inom Ekonomi och Ledarskap

PrefacePart One: Introduction1) An introduction to the study of Consumer Behavior2) Consumer Research3) Market SegmentationPart Two: The Consumer as an Individual4) Consumer Decision Making 5) Consumer Motivation6) Personality and Consumer Behavior7) Consumer Perception8) Consumer Learning9) Consumer Attitude Formation and Change10) Communication and Consumer BehaviorPart Three: Consumers in Their Social and Cultural Settings11) Reference Groups and Family Influences12) Social Class and Consumer Behavior13) The Influence of Culture and Subculture on Consumer Behavior14) Cross-Cultural Consumer Behaviour: An International PerspectivePart Four: More on the Consumer's Decision-Making Process15) Consumer Influence and the Diffusion of Innovations16) Consumer Decision Making - Again