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| Verlag | Sage Publications |
| Auflage | 2023 |
| Seiten | 616 |
| Format | 18,9 x 3,5 x 24,6 cm |
| Gewicht | 1678 g |
| Artikeltyp | Englisches Buch |
| EAN | 9781529754056 |
| Bestell-Nr | 52975405UA |
This textbook provides a comprehensive introduction to Consumer Behaviour, drawing on an accessible writing style, engaging examples and a wealth of learning features throughout.
Klappentext:
Informal yet academically rigorous in style, this fun and attractively laid out textbook continues to provide a comprehensive introduction to Consumer Behaviour, drawing on an accessible writing style, engaging examples and a wealth of learning features throughout.
The text is balanced in its coverage of both psychological and sociological aspects of consumer behaviour, and examples of consumer behaviour are selected from around the globe, including many of the world s most popular brands and also B2B companies.
This new edition has been fully updated to cover the impacts of the Covid-19 pandemic on consumer behaviour as well as the ongoing effects of technology, social media, digitalisation and climate change in adapting consumer behaviours.
This textbook is essential reading for all students studying Consumer Behaviour.
Zubin Sethna is a Professor of Entrepreneurial Marketing and Consumer Behaviour at Regent s University London.
Inhaltsverzeichnis:
Consumer Behaviour in Context
Understanding Consumer Behaviour
Decisions, Behaviours and Interactions
Consumption in B2C vs. B2B
Consumer Technology and Innovation
Consumers as Individuals (The Psychological Issues)
Drive, Motivation and Hedonism
The Self and Personality
Perception
Learning and Knowledge
Attitude Formation and Change
Consumers as Social Actors (The Sociological Issues)
Reference Groups
Age, Gender and Familial Roles
Culture and Social Mobility
Ethical Consumption
Sustainable Consumption
Rezension:
In my journey of building a consumer brand from scratch, many of my do or die decisions have been made by putting my consumers at the forefront. Professor Zubin Sethna has produced the most comprehensive work on consumer behaviour that I have ever seen, by far. It covers consumer behaviour from all angles including an understanding of psychological and sociological issues. Throughout, the book is superbly illustrated with diagrams and consumer behaviour is brought to life by several real-world case studies, all enabling the reader to obtain a complete and thorough understanding of the subject. It is a must-read for students and practitioners alike! Lord Karan Bilimoria of Chelsea