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| Verlag | Cengage Learning EMEA |
| Auflage | 2007 |
| Gewicht | 1475 g |
| Artikeltyp | Englisches Buch |
| ISBN-10 | 1844803813 |
| EAN | 9781844803811 |
| Bestell-Nr | 84480381U |
This text is a rare find: a book on buyer behaviour to which we all can all relate; one that informs and expands our knowledge whilst actually being an interesting read. Students and practitioners alike will find this a useful and enjoyable addition to their bookshelf.
Peter Murphy, Teesside University Business School
Consumer behaviour is the starting point for all marketing planning and this book provides the necessary insights to understand what makes people buy, and buy again. Written from a European perspective, international in its scope, the book first provides a comprehensive overview of research and then links theory to practical aspects of marketing. All elements of consumption behaviour, from initial need recognition through to the final disposal of the worn-out or used-up product are covered, using up-to-date examples from the real world.
Inhaltsverzeichnis:
PART 1: INTRODUCTION TO CONSUMER BEHAVIOUR
1 The importance of understanding consumer behaviour
Part 2: PSYCHOLOGICAL ISSUES IN CONSUMER BEHAVIOUR
2 Drive, motivation and hedonism
3 Goals, risk and uncertainty
4 Personality and self-concept
5 Perception
6 Learning
7 Attitude formation
8 Attitude change
PART 3: SOCIOLOGICAL ISSUES IN CONSUMER BEHAVIOUR
9 The environment, class and culture
10 Peer and reference groups
11 The family
PART 4: DECISIONS AND THEIR AFTERMATH
12 New and repeat buying behaviour
13 Innovation
14 High involvement purchase behaviour
15 Post-purchase behaviour
16 Services markets
17 Behavioural segmentation
18 Organizational buying behaviour
19 Consumer behaviour and the marketing mix
