Consumer Behaviour: A Practical Guide

 
9780709902683: Consumer Behaviour: A Practical Guide

Consumer behaviour is the study of how, where, when and why we conduct the exchange elements of our lives to satisfy our needs and desires. It is fundamental to marketing as marketing is concerned with supplying and anticipating customer requirements; therefore understanding how customers behave is at the very heart of the marketing concept.

 

Consumer Behaviour, 2nd Edition is more ‘student centred’ than the competition, manifested in the use of cases and exercises to be used in participative and applied ways, reflecting the clear trend towards student centred and application-based marketing courses.

 

Features:

  • Coverage of consumer buying behaviour from a marketing, rather than a behavioural science perspective
  • The addition of new journal articles from a range of journals.

Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.

From the Back Cover:

'This book is comprehensive, p to date and thought provoking; packed with real-life examples and interesting pedagogical features.' - Vincent Mitchell

Consumer Behaviour 2e is written in student-friendly language and designed specifically around how students learn. Using their considerable experience, Martin Evans, Ahmad Jamal and Gordon Foxall present a concise exploration of the key aspects of the Consumer Behaviour in a lively but rigorous manner. The new edition now includes a chapter on organizational buying behaviour, alongside topical issues such as Consumer Misbehaviour and the use of personalised transactional and profile data, which marketers are increasingly using to explain consumer behaviour.

Key learning features of the text:

  • Long and short cases from Marketing Week, TNS Sofr4es, and the Direct Marketing Association/Royal Mail.
  • Full length academic journal articles with reflective questions.
  • Future Foundation Research Reports.
  • Think boxes to encourage students to think in more of an analytical and critical way.
  • Questions and practical assignments at the end of each chapter.
  • Web links to extend examples, plus extra journal articles which students can access from the companion website.
  • Full colour text illustrated with many classic and contemporary examples of advertisements.

Web support for lecturers and students:

Consumer Behaviour 2e is accompanied by a comprehensive website t www.wileyeurope.com/college/evans. Students will find additional journal articles, research summaries, extra cases and multiple choice quizzes. For lecturers there is a full instructor's manual with suggested solutions and case teaching notes, a large test bank and a comprehensive selection of PowerPoint slides for each chapter that include all the figures and tables and many of the advertising images used. Lecturers can also access TV adverts with teaching notes and extra case material.

Comments on the first edition:

'This innovative and student-friendly textbook combines theory with practical examples and illustrations to bring the study of consumer behaviour to life. I particularly like the 'think boxes' which encourage students to ponder issues as they read each chapter. The inclusion of key articles also provides students with a convenient means of delving deeper into issues to gain richer insights into consumer behaviour.' - Professor David Jobber

"A particularly well-conceived text that superbly demystified consumer behaviour. The underpinning theory is easy to grasp and its application is so clearly shown. The book's student-centric focus is excellent.' - Professor Leslie de Chernatony

About the Author:

Martin Evans is a Senior Fellow at Cardiff Business School, having been Head of Marketing and Strategy there. He previously held professorial posts at the Universities of Portsmouth, Glamorgan and West of England. His industrial experience was with Hawker Siddeley and then as a consultant to a variety of organizations over 30 years. Martin’s specialist areas include direct marketing, consumer behaviour, and marketing research and information and he has over 180 publications including nine books, mostly in these areas. He is an academic prizewinner at the International Marketing communications Conference, the Academy of Marketing, the Learning and Teaching Support Network (ITSN) and Institute of Direct Marketing. He is a Fellow of both the Chartered Institute of Marketing and Institute of Direct Marketing. He has Editorial Board experience for eight academic journals and was founding and managing Editor of the Journal of Consumer Behaviour. Martin has discussed his research on both radio and TV.

Ahmad Jamal is a Senior Lecturer in Marketing and Strategy and the Coordinator for the Ethnic Marketing Research Group and Programme Director for the MSC in Strategic Marketing at Cardiff Business School. He holds a PhD in Consumer Behaviour from the University of Bradford. Ahmad is a former Deputy Secretary of the Academy of Marketing UK, a member of Association of Consumer Research, European Academy of Marketing and a Senior Examiner for the Chartered Institute of Marketing. He also acts as the Vice President for Western Europe, the Academy for Global Business Advancement (AGBA) and is the Managing Editor for Journal of Global Business Advancement. His research interests include cross-cultural consumer behaviour, self-concept, service quality, brand evaluations and customer satisfaction, and he has published widely in leading academic journals. His major areas of teaching include consumer behaviour, advertising and other forms of marketing communications.

Gordon Foxall is a Distinguished Research Professor at Cardiff University. His chief research interests lie in psychological theories of consumer choice and consumer innovativeness and their relationships to marketing management and strategy. He has published some 16 books and over 250 articles and papers on these and related themes and has previously held professorial appointments at the Universities of Strathclyde, Birmingham and Keele. He is a Fellow of both the British Psychological Society (FBPsS) and the British Academy of Management (FBAM) and was recently elected an Academician by the Academy of Learned Societies for the Social Sciences (AcSS).

Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.

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Gordon R. Foxall
Editore: Croom Helm Ltd (1979)
ISBN 10: 0709902689 ISBN 13: 9780709902683
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Descrizione libro Croom Helm Ltd, 1979. Condizione libro: Fair. This is an ex-library book and may have the usual library/used-book markings inside.This book has hardback covers. In fair condition, suitable as a study copy. Dust Jacket in good condition. Codice libro della libreria 6427964

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Foxall, G R
Editore: Croom Helm (1979)
ISBN 10: 0709902689 ISBN 13: 9780709902683
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Descrizione libro Croom Helm, 1979. Condizione libro: Poor. This is an ex-library book and may have the usual library/used-book markings inside.This book has hardback covers. In poor condition, suitable as a reading copy. , 450grams, ISBN:0709902689. Codice libro della libreria 6850961

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Descrizione libro Hardback. Condizione libro: Very Good. The book has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged. Codice libro della libreria GOR005963260

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4.

Gordon R. Foxall
Editore: Croom Helm Ltd (1979)
ISBN 10: 0709902689 ISBN 13: 9780709902683
Usato Rilegato Quantità: 1
Da
Anybook Ltd.
(Lincoln, Regno Unito)
Valutazione libreria
[?]

Descrizione libro Croom Helm Ltd, 1979. Condizione libro: Fair. This is an ex-library book and may have the usual library/used-book markings inside.This book has hardback covers. In fair condition, suitable as a study copy. Dust Jacket in fair condition. , 450grams, ISBN:0709902689. Codice libro della libreria 7002722

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5.

Gordon R. Foxall
Editore: Croom Helm Ltd (1979)
ISBN 10: 0709902689 ISBN 13: 9780709902683
Usato Rilegato Quantità: 1
Da
Anybook Ltd.
(Lincoln, Regno Unito)
Valutazione libreria
[?]

Descrizione libro Croom Helm Ltd, 1979. Condizione libro: Poor. This is an ex-library book and may have the usual library/used-book markings inside.This book has hardback covers. In poor condition, suitable as a reading copy. Dust Jacket in fair condition. , 450grams, ISBN:0709902689. Codice libro della libreria 7102261

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