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Full Description
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.
Contents
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
