消費者行動（第３版） Consumer Behaviour （3TH）

Sethna, Zubin/ Blythe, Jim

Sage Pubns Ltd（2016/11発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 499 p.
• 商品コード 9781473919136
• DDC分類 658.8342

Full Description

Praised for its no nonsense approach to engaging students and conveying key learning outcomes and for striking a good balance between sociological and psychological aspects of consumer behaviour, the new edition now features increased coverage of social media, digital consumption and up-to-date marketing practice.Written from a European perspective, international in its scope and with an array of global international examples and cases from a variety of geographic locations and different industry sectors threaded throughout the text, students' understanding and retention of the subject 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 - focus on consumer decisions allowing students to focus on the applications of the concepts and theories underpinning the motivations of consumers - something they are likely to do in their future careers as marketers. `challenging the status quo' boxes - encouraging students to think outside the box, think critically and exercise their problem solving skills. The book is complemented by a companion website featuring a range of tools and resources for lecturers and students, including PowerPoint slides, multiple choice questions, case studies, interactive glossary, flashcards, multimedia links and selected author videos to make the examples in each chapter come to life. Suitable for Undergraduate students with little or no background knowledge of consumer behaviour.

Contents

PART 1Chapter 1. Understanding Consumer BehaviourChapter 2. Consumer Behaviour and the Marketing MixChapter 3. The Decision Making Process and Brand InteractionChapter 4. Innovation and Digital TechnologiesChapter 5. Consumption in B2C VS. B2BChapter 6. Drive, Motivation and HedonismChapter 7. The Self and PersonalityChapter 8. PerceptionChapter 9. Learning and KnowledgeChapter 10. Attitude Formation and ChangeChapter 11. Reference GroupsChapter 12. Age, Gender and Familial RolesChapter 13. Culture and ClassChapter 14. Ethical ConsumptionChapter 15. Post-Purchase Behaviour