Nettpris: 803,-
Consumer Behaviour - 2011 - (9780273736950)

Consumer Behaviour: A European Outlook

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Leon G. Schiffman is J. Donald Kennedy Chair in E-Commerce at the Peter J. Tobin College of Business at St. John's University, New York City, USA.Leslie Lazar Kanuk is Emeritus Professor of Marketing at the City University of New York Graduate School, USA.H (c)vard Hansen is Professor of Marketing at the UiS Business School, University of Stavanger, Norway.

Consumer Behaviour focuses not only on what consumers buy, but also why they buy, when they buy, where they buy and how they evaluate their purchase, and how they ultimately dispose of it.The second edition has been thoroughly adapted and revised to reflect European conditions, and to focus attention on critical concepts in consumer behaviour. In doing so the authors illuminate the ways in which marketers apply the principles of consumer behaviour to the development and implementation of marketing strategies. The new  Innovation In Action feature will give practical examples to help you student link Consumer Behaviour with how it is practised in the workplace.

PrefacePart One: Introduction1) An introduction to the study of Consumer Behavior2) Consumer Research3) Market SegmentationPart Two: The Consumer as an Individual4) Consumer Decision Making 5) Consumer Motivation6) Personality and Consumer Behavior7) Consumer Perception8) Consumer Learning9) Consumer Attitude Formation and Change10) Communication and Consumer BehaviorPart Three: Consumers in Their Social and Cultural Settings11) Reference Groups and Family Influences12) Social Class and Consumer Behavior13) The Influence of Culture and Subculture on Consumer Behavior14) Cross-Cultural Consumer Behaviour: An International PerspectivePart Four: More on the Consumer's Decision-Making Process15) Consumer Influence and the Diffusion of Innovations16) Consumer Decision Making - Again

  • Utgitt: 2011
  • Innbinding: Heftet (myke permer)
  • Språk: Engelsk
  • ISBN13: 9780273736950
  • Forlag: Financial Times Prentice Hall
  • Sider: 480

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