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Consumer Behaviour: A European Perspective

Consumer Behaviour: A European Perspective

Autorzy
Wydawnictwo Pearson Education Limited
Data wydania 01/01/1900
Liczba stron 648
Forma publikacji książka w miękkiej oprawie
Poziom zaawansowania Dla profesjonalistów, specjalistów i badaczy naukowych
Język angielski
ISBN 9781292245423
Kategorie Sprzedaż i marketing
453.60 PLN (z VAT)
$102.04 / €97.25 / £84.42 /
Produkt na zamówienie
Dostawa 3-4 tygodnie
Ilość
Do schowka

Opis książki

Get into the contemporary European Consumer mindset with this industry-leading text.

Consumer Behaviour: A European Perspective, 7th Edition is the latest version of this market-leading textbook, providing the most comprehensive and engaging introduction to the field in Europe and around the world.

Well known for its accessible, reader-friendly writing style and contemporary approach, this textbook is ideal for Second and Third-Year Undergraduates, as well as Master's students who study relevant courses.

The latest version includes new examples and case studies from the European consumer viewpoint, aiming to retain the content's character. The extensive European material also comprises a number of extra advertisements that will help you study the different theoretical characteristics of marketing applications.

The book does not limit knowledge to the European market, however: it also discusses the broader global consumer scene, with American and other non-European examples illustrating various similarities and differences.

Key features include:

  • 'Marketing Opportunity', 'Marketing Pitfalls', and 'Multicultural Dimensions' Boxes throughout the text illustrate the impact of Consumer Behaviour on marketing activities.
  • 'Consumer Behaviour as I See It' Boxes feature marketing academics talking about the relevance of Consumer Behaviour issues in their everyday work.
  • Brand new Case studies about European companies and topics offer a better insight into the world of Consumer Behaviour.
  • New coverage of sustainable consumption and emerging technologies is integrated into the text.
  • Extensive analysis of the new world of digital consumers, social media, and online behaviour.

From theory to practice, this ultimate guide on Consumer Behaviour will support your understanding and critical thinking skills, offering the tools necessary to get into the contemporary European consumer mindset and excel in the field.

Consumer Behaviour: A European Perspective

Spis treści

Brief Contents

List of case studies

Preface

About the authors

Authors' acknowledgements

Publisher's acknowledgements

Part A Consumers and the market-place

  • Chapter 1 Consumer behaviour and consumer society
  • Chapter 2 Shopping, buying and disposing
  • Chapter A Case studies

Part B How consumers see the world and themselves

  • Chapter 3 Perception and meaning
  • Chapter 4 The self
  • Chapter 5 Motivation, lifestyles and value
  • Part B Case Studies

Part C Consumers as decision-makers

  • Chapter 6 - Learning and memory
  • Chapter 7 - Attitudes
  • Chapter 8 - Decision making
  • Chapter C Case Studies

Part D European Consumers and their social groups

  • Chapter 9 - Groups and social media
  • Chapter 10 - European families
  • Chapter 11 - Income and social class
  • Chapter D Case Studies

Part E Culture and European Consumers

  • Chapter 12 - Culture and consumer behaviour
  • Chapter 13 - Cultural change processes
  • Chapter E Case Studies

Glossary

Indexes

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