Michael R. Solomon, Margaret K. Hogg, Soren Askegaard, Gary Bamossy

Consumer Behaviour (eBook, ePUB)

A European Perspective

• Format: ePub

Produktbeschreibung

Get into the contemporary European Consumer mindset with this industry-leading text.

Consumer Behaviour: A European Perspective, 7^th Edition is the latest version of this market-leading textbook, providing the most comprehensive and engaging introduction to the field in Europe and around the world.

Well known for its accessible, reader-friendly writing style and contemporary approach, this textbook is ideal for Second and Third-Year Undergraduates, as well as Master's students who study relevant courses.

The latest version includes new examples and case studies from the European consumer viewpoint, aiming to retain the content's character. The extensive European material also comprises a number of extra advertisements that will help you study the different theoretical characteristics of marketing applications.

The book does not limit knowledge to the European market, however: it also discusses the broader global consumer scene, with American and other non-European examples illustrating various similarities and differences.

Key features include:

• 'Marketing Opportunity', 'Marketing Pitfalls', and 'Multicultural Dimensions' Boxes throughout the text illustrate the impact of Consumer Behaviour on marketing activities.
• 'Consumer Behaviour as I See It' Boxes feature marketing academics talking about the relevance of Consumer Behaviour issues in their everyday work.
• Brand new Case studies about European companies and topics offer a better insight into the world of Consumer Behaviour.
• New coverage of sustainable consumption and emerging technologies is integrated into the text.
• Extensive analysis of the new world of digital consumers, social media, and online behaviour.

From theory to practice, this ultimate guide on Consumer Behaviour will support your understanding and critical thinking skills, offering the tools necessary to get into the contemporary European consumer mindset and excel in the field.

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Produktdetails

• Verlag: Pearson HigherEducation
• Seitenzahl: 648
• Altersempfehlung: ab 18 Jahre
• Erscheinungstermin: 9. September 2019
• Englisch
• ISBN-13: 9781292245430
• Artikelnr.: 59190715

Autorenporträt

Michael R. Solomon, Ph.D., is a Professor of Marketing in the Haub School of Business at Saint Joseph's University in Philadelphia.

Søren Askegaard, Ph.D., is a Professor of Consumption Studies at the University of Southern Denmark.

Margaret K. Hogghold, Ph.D., is the Chair of Consumer Behaviour and Marketing in the Department of Marketing at Lancaster University Management School (LUMS)

Gary J. Bamossy, Ph.D., is a Clinical Professor of Marketing at the McDonough School of Business, Georgetown University, in Washington DC.

Inhaltsangabe

Brief Contents List of case studies Preface About the authors Authors'
acknowledgements Publisher's acknowledgements Part A Consumers and the
market-place
* Chapter 1 Consumer behaviour and consumer society
* Chapter 2 Shopping, buying and disposing
* Chapter A Case studies
Part B How consumers see the world and themselves
* Chapter 3 Perception and meaning
* Chapter 4 The self
* Chapter 5 Motivation, lifestyles and value
* Part B Case Studies
Part C Consumers as decision-makers
* Chapter 6 - Learning and memory
* Chapter 7 - Attitudes
* Chapter 8 - Decision making
* Chapter C Case Studies
Part D European Consumers and their social groups
* Chapter 9 - Groups and social media
* Chapter 10 - European families
* Chapter 11 - Income and social class
* Chapter D Case Studies
Part E Culture and European Consumers
* Chapter 12 - Culture and consumer behaviour
* Chapter 13 - Cultural change processes
* Chapter E Case Studies
Glossary Indexes