Consumer Behaviour: A European Perspective

This book links in consumer behaviour theory with the real life problems faced by practitioners. The unique five-part micro-to-macro wheel structure provides a multi-disciplinary approach, including the latest data for profiling European consumers. The book shows how research and concepts in consumer behaviour can inform and be applied to broader strategic marketing issues. Suitable for undergraduate or postgraduate business and marketing students

Sommario

Chapter 1: An introduction to consumer behaviour
Chapter 2: A consumer society
Chapter 3: Shopping, buying and evaluating
Chapter 4: Perception
Chapter 5: The self
Chapter 6: Motivation, values and lifestyle
Chapter 7: Learning and memory
Chapter 8: Attitudes
Chapter 9: Individual decision-making
Chapter 10: Groups and social media
Chapter 11: European family structures, household decision-making and age cohorts
Chapter 12: Income and social class
Chapter 13: Culture and consumer behaviour
Chapter 14: Cultural change processes 
Chapter 15: Consumption and cultural differences

Riassunto

Now in its 5th edition, Consumer Behaviour: A European Perspective provides a fully comprehensive, lively and engaging introduction to the behaviour of consumers in Europe and around the world. The book links in consumer behaviour theory with the real life problems faced by practitioners.

Dettagli sul prodotto

• Autori: Søren Askegaard, Askegaard et al, Bamoss, Gary Bamossy, Margaret K. Hogg, Solomo, Michael Solomon, Michael R. Solomon
• Editore: Pearson Education
• Lingue: Inglese
• Formato: Tascabile
• Pubblicazione: 30.06.2013
• EAN: 9780273772729
• ISBN: 978-0-273-77272-9
• Pagine: 372
• Peso: 1328 g
• Serie: Financial Times; Financial Times
• Categorie: Scienze sociali, diritto, economia > Economia > Pubblicità, marketing; Marketing, Konsumentenverhalten, Europa; Wirtschaft, Recht