Consumer Behaviour Applications in Marketing
Consumer Behaviour Applications in Marketing by Robert East, published by SAGE Publications on February 6, 2013, is a second edition textbook comprising 352 pages in English. This edition addresses key questions in marketing, such as the optimal timing for grocery advertisements and the impact of negative word of mouth on brand perception. The text is crafted by respected marketing academics and emphasizes the importance of research in developing analytical and evidence-based thinking among higher-level students.
Readers will find a comprehensive exploration of consumer behavior that extends beyond psychological perspectives to include empirical insights relevant for industry roles or further academic research. The second edition features updated global examples and case studies, along with enhanced coverage of cross-cultural comparisons, including a new chapter on consumer differences related to age and gender. Additionally, the book includes study features such as exercises and questions, along with access to a companion website that offers resources for both lecturers and students.
Official synopsis Publisher
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 – www.sagepub.co.uk/east2e
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 www.sagepub.co.uk/east2e
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