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Consumer Behaviour: Applications in Marketing [Paperback]

Robert East , Malcolm Wright , Marc Vanhuele

Price: 39.99 & FREE Delivery in the UK. Details
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Book Description

15 Jan 2013 1446211231 978-1446211236 Second Edition

Electronic Inspection Copy available to instructors here

What's the best day to advertise groceries? Does a lookalike damage the brand it mimics? Do your long-term customers recommend you more than others? How damaging is negative word of mouth? Should retailers use 9-ending prices? These are some of the fascinating questions you will explore in this text.

The text is written by respected marketing academics across the globe with a strong focus on the use of research to help higher-level students develop analytical and evidence-based thinking in marketing. It extends beyond a psychological approach to provide an empirical understanding of the subject for success in industry roles or further research in the field, and takes into consideration not just the individual but the market environment.

New to this second edition:

- Fully updated with contemporary, global examples and case studies to encourage an international readership

- Further coverage of cross-cultural comparison, including a new chapter on Consumer Differences which also incorporates age and gender differences

- Study features such as exercises, questions/answers, and a fully updated companion website with lecturer and student resources - 

This textbook is essential reading for postgraduate students (MA, MSc, MBA) taking courses in consumer behaviour and undergraduate students specialising in consumer behaviour.

Visit the Companion Website at  

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'A thought-provoking text that challenges readers to consider consumer behaviour in new and refreshing ways. The approach is distinctive. Readers are encouraged to reflect on their own experiences, as well as appreciate the insights provided by scholarship in psychology, sociology and marketing science. The authors not only discuss complex, one-off decisions, but also help us to understand routine behaviours that occupy so much of daily life - buying brands, patronising stores, watching adverts, making recommendations' -
Professor Mark Uncles
Deputy Dean, Australian School of Business, University of New South Wales, Sydney

'A serious, thoughtful consumer behaviour text, that focuses on substance rather than what's fashionable in academic circles' -
Professor Byron Sharp
University Ehrenberg-Bass Institute, University of South Australia

About the Author

Robert East is professor of consumer behaviour in the marketing department of Kingston Business School, London. 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. This book reflects both his iconoclastic research and his commitment to a curriculum that is both intellectual and useful.

Malcolm Wright is professor of marketing at Massey University and adjunct professor at the Ehrenberg-Bass Institute of the University of South Australia. He applies empirical principles to marketing problems and has made interrelated discoveries about brand loyalty, the use of probability scales, new product forecasting, and optimizing the advertising budget. He has also published many articles critically examining the foundations of popular marketing knowledge.

Marc Vanhuele holds a PhD from UCLA and is Associate Professor of Marketing at HEC Paris. He has taught in MBA, Master of Science, executive and doctoral programs on the topics of market orientation, consumer behavior, pricing, and communication. He also serves as consultant to consumer goods and market research companies. His research focuses on two different areas: how consumers deal with price information and how a new use of marketing metrics can help managers making better decisions.

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Most Helpful Customer Reviews on (beta) 5.0 out of 5 stars  2 reviews
5.0 out of 5 stars Excellent text for those desiring authors from outside the US and an empirical approach. 24 July 2013
By R. J. Butler - Published on
Format:Paperback|Verified Purchase
This is the third time I have used Robert East's book in my Senior Level undergraduate class. I chose it for several reasons. The authors are from two countries, England and Australia, outside the US. For my international students in Panama, it seemed a plus to expose them to Marketing ideas, and examples from researchers and authors outside our normal US perspective. The approach the authors take, grounded as it is in empirical evidence, seems a very healthy approach for marketing students to take into the workplace. The cost of the text (paperback) proved quite affordable for students in a developing country, compared with most of the standard textbooks published in the US. The numerous exercises are a good mix of "setting the stage for learning" and substantive exercise that teach a point. The mix of author backgrounds, quality and approach of the text, the modest price, and the teacher support materials (software and power point slides) made this text an obvious standout one I would recommend Consumer Behavior: Applications In Marketing (2nd ed) for both Master's students and for senior level undergraduate marketing students. The text lends itself to supplemental reading from classic marketing articles, many of which are suggested by the authors. Unlike some texts, there are no accompanying exam question banks. So one has to construct such exams. Overall, the text is a solid one for teaching Consumer Behavior.
0 of 1 people found the following review helpful
5.0 out of 5 stars I really love this ebook. 18 Feb 2013
By patamaporn netinant - Published on
Format:Kindle Edition|Verified Purchase
buying online is so fast. the product is as descriped. i gonna buy frm this seller again if i need reference books.
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