消費者行動：マーケティングへの応用（第３版） Consumer Behaviour : Applications in Marketing （3TH）

East, Robert/ Singh, Jaywant/ Wright, Malcolm/ Vanhuele, Marc

Sage Pubns Ltd（2017/02発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 350 p.
• 商品コード 9781473919501
• DDC分類 658.8342

Full Description

Extending beyond a basic psychological approach to Consumer Behaviour, this text provides an empirical understanding of the subject and will be of particular appeal to those of the Ehrenberg-Bass tradition and those who view Marketing as a science.The third edition maintains a strong focus on the use of research, helping students to develop analytical and evidence-based thinking in marketing and to take into consideration not just the individual but also the marketing environment. New examples and research findings have been included with special attention paid to the digital environment, including online consumer behaviour and research. Suitable for upper undergraduate and postgraduate students taking courses in consumer behaviour, as well as doctoral candidates with a focus on consumer behaviour.

Contents

PART 1 - INTRODUCTIONChapter 1: Ideas and Explanations in Consumer ResearchPART 2 - CONSUMPTION PATTERNSChapter 2: Customer LoyaltyChapter 3: Brand Knowledge, Brand Equity and Brand ExtensionChapter 4: Stationary MarketsChapter 5: Market DynamicsChapter 6: Consumer Group DifferencesPART 3 - EXPLAINING DECISION-MAKINGChapter 7: Predicting and Explaining BehaviourChapter 8: Information Processing and Decision-MakingChapter 9: Consumer Satisfaction and QualityPART 4 - MARKET RESPONSEChapter 10: Consumer Response to Price and Sales PromotionsChapter 11: The Retail ContextChapter 12: Word-of-Mouth InfluenceChapter 13: The Response to Advertising