Consumer behavior:

By:

East, Robert

Contributor(s):

Material type: Text

TextPublication details: New Delhi: Sage, 2009Description: viii, 334pISBN:

9788132103158

Subject(s):

DDC classification:

658.8342 EAS

Summary: Written in a focused and accessible form by respected marketing academics, Consumer Behaviour helps readers to develop analytical and evidence-based thinking in marketing and avoid more formulaic approaches that lack the support of research. With a strong focus on the use of research, this book will really appeal to the specific needs of higher-level students. The book covers important material that is often missing in consumer behaviour texts. For example, whole chapters are devoted to brand loyalty, brand equity, biases in decision-making, word of mouth, the response to price and the effect of advertising. Shorter reviews cover evidence on topics such as loyalty programmes, the response to delay and retail atmospherics. Chapters are quite short and divided into sections. Each chapter contains exercises designed to draw out key ideas and consolidate understanding, and there are suggestions for further reading.

Item type:

Book

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Holdings
Item type	Current library	Call number	Status	Date due	Barcode
Book	IIM Kashipur	658.8342 EAS (Browse shelf(Opens below))	Available		29

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Previous	658.83 CAS Case studies on management strategies, human resource and marketing dimension	658.83 MAL Marketing research: an applied orientation/	658.83 MAL Marketing research An applied orientation	658.8342 EAS Consumer behavior: applications in marketing/	658.84 ONK International marketing : strategy and theory	658.85 ATH B2B social selling strategy : connect with customers, build relationships and drive sales	658.87 LEV Retailing management	Next

Includes bibliographical references and index.

Written in a focused and accessible form by respected marketing academics, Consumer Behaviour helps readers to develop analytical and evidence-based thinking in marketing and avoid more formulaic approaches that lack the support of research. With a strong focus on the use of research, this book will really appeal to the specific needs of higher-level students.

The book covers important material that is often missing in consumer behaviour texts. For example, whole chapters are devoted to brand loyalty, brand equity, biases in decision-making, word of mouth, the response to price and the effect of advertising. Shorter reviews cover evidence on topics such as loyalty programmes, the response to delay and retail atmospherics. Chapters are quite short and divided into sections. Each chapter contains exercises designed to draw out key ideas and consolidate understanding, and there are suggestions for further reading.

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