Read more
Klappentext Praised for its no nonsense approach to engaging students and conveying key learning outcomes, Blythe's new edition of Consumer Behaviour now features increased coverage of social media, digital consumption and up to date marketing practice. Examples and case studies from global brands including Spotify, Instagram and Amazon are threaded throughout the text, and students' understanding and retention of the knowledge is encouraged through innovative learning features including: 'how to impress your examiner' boxes - ideas and tips for what an examiner may be looking for to help students get the best possible grades in their assessments 'consumer behaviour in action' boxes -practical examples highlighting what goes on in the real world 'challenging the status quo' boxes - encouraging students to think outside the box, think critically and exercise their problem solving skills The book is complimented by a companion website featuring a range of tools and resources for lecturers and students, including powerpoint slides, multiple choice questions, and selected author videos to make the examples in each chapter come to life. Zusammenfassung Informal yet academically rigorous in style, this fun textbook focuses on consumer behaviour in action and provides international examples, videos and a companion website to fully encourage student engagement and understanding. Inhaltsverzeichnis PART 1: CONSUMER BEHAVIOUR IN CONTEXT Chapter 1. Understanding Consumer Behaviour Chapter 2. Consumer Behaviour and the Marketing Mix Chapter 3. The Decision Making Process and Brand Interaction Chapter 4. Innovation and Digital Technologies Chapter 5. b2c vs b2b Consumption PART 2: PSYCHOLOGICAL ISSUES IN CONSUMER BEHAVIOUR Chapter 6. Drive, Motivation and Hedonism Chapter 7. The Self and Personality Chapter 8. Perception Chapter 9. Learning Chapter 10. Attitude Formation and Change PART 3: SOCIOLOGICAL ISSUES IN CONSUMER BEHAVIOUR Chapter 11. Reference Groups Chapter 12. Age, Gender and the Family Chapter 13. Culture and Class Chapter 14. Ethical Consumption and the Natural Environment PART 4: CONSUMER BEHAVIOUR IN CONCLUSION Chapter 15. Post-Purchase Behaviour ...
