Consumer Behaviour

Häftad, Engelska, 2023

Av Zubin Sethna

789 kr

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Informal yet academically rigorous in style, this fun and attractively laid out textbook continues to provide a comprehensive introduction to Consumer Behaviour, drawing on an accessible writing style, engaging examples and a wealth of learning features throughout.

The text is balanced in its coverage of both psychological and sociological aspects of consumer behaviour, and examples of consumer behaviour are selected from around the globe, including many of the world’s most popular brands and also B2B companies.

This new edition has been fully updated to cover the impacts of the Covid-19 pandemic on consumer behaviour as well as the ongoing effects of technology, social media, digitalisation and climate change in adapting consumer behaviours.

This textbook is essential reading for all students studying Consumer Behaviour.

Zubin Sethna is a Professor of Entrepreneurial Marketing and Consumer Behaviour at Regent’s University London.

Produktinformation

Utgivningsdatum2023-05-01
Mått189 x 246 x 32 mm
Vikt1 330 g
FormatHäftad
SpråkEngelska
Antal sidor616
Upplaga5
FörlagSAGE Publications
ISBN9781529754056

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Försäljning och marknadsföring inom Ekonomi och ledarskap

Dr Zubin Sethna is currently Principal Lecturer (Associate Professor) in Entrepreneurial Marketing at Regent’s University London. He has successfully launched five businesses and as Managing Consultant at Baresman Consulting, he has integrated marketing/consumer behavioural strategy with management consultancy and training for numerous organisations both in the UK and internationally, and across a variety of industry sectors. He is Editor-in-Chief of the internationally respected Journal of Research in Marketing and Entrepreneurship (JRME) and is also a reviewer for a variety of leading marketing and business journals, including the European Journal of Marketing, Journal of Marketing Management, and Journal of Strategic Marketing.

Consumer Behaviour in ContextUnderstanding Consumer BehaviourDecisions, Behaviours and InteractionsConsumption in B2C vs. B2BConsumer Technology and InnovationConsumers as Individuals (The Psychological Issues)Drive, Motivation and HedonismThe Self and PersonalityPerceptionLearning and KnowledgeAttitude Formation and ChangeConsumers as Social Actors (The Sociological Issues)Reference GroupsAge, Gender and Familial RolesCulture and Social MobilityEthical ConsumptionSustainable Consumption

In my journey of building a consumer brand from scratch, many of my ‘do or die’ decisions have been made by putting my consumers at the forefront. Professor Zubin Sethna has produced the most comprehensive work on consumer behaviour that I have ever seen, by far. It covers consumer behaviour from all angles including an understanding of psychological and sociological issues. Throughout, the book is superbly illustrated with diagrams and consumer behaviour is brought to life by several real-world case studies, all enabling the reader to obtain a complete and thorough understanding of the subject. It is a must-read for students and practitioners alike!