Consumer Behaviour by Robert East

Consumer Behaviour by Robert East

Written by globallyrespected marketing academics, this text aims to develop Masters level students analytical and evidence-based thinking in marketing through the use of up-to-date research, international examples and cross-cultural comparisons.

′A thought-provoking text that challenges readers to consider consumer behaviour in new and refreshing waysThe approach is distinctive. Readers are encouraged to reflect on their own experiences, as well as appreciate the insights provided by scholarship in psychology, sociology and marketing science. The authors not only discuss complex, one-off decisions, but also help us to understand routine behaviours that occupy so much of daily life - buying brands, patronising stores, watching adverts, making recommendations′ -
Professor Mark Uncles
Deputy Dean, Australian School of Business, University of New South Wales, Sydney

′A serious, thoughtful consumer behaviour text, that focuses on substance rather than what′s fashionable in academic circles′ -
Professor Byron Sharp
University Ehrenberg-Bass Institute, University of South Australia

Robert East is emeritus professor at Kingston Business School, Kingston University London and adjunct professor at the Ehrenberg-Bass Institute of the University of South Australia. He trained as a social psychologist and is a postgraduate of London Business School. His research has mainly focused on word-of-mouth patterns where his new evidence has shown that some widely-held beliefs are mistaken. As a teacher of consumer behaviour, he has been keen to deliver knowledge that is useful to students while not over simplifying the subject. Malcolm Wright is professor of marketing at Massey University, New Zealand, and adjunct professor at the Ehrenberg-Bass Institute of the University of South Australia. He applies empirical principles to marketing problems and has made interrelated discoveries about brand loyalty, the use of probability scales, new product forecasting and optimizing the advertising budget. He has also published many articles critically examining the foundations of popular marketing knowledge. Marc Vanhuele holds a PhD from UCLA and is professor of marketing at HEC Paris. As expert in consumer information processing, his research focuses on how consumers treat price information. A second field of research is how marketing managers can improve their decision making through better use of quantitative information on the consumer’s mind-set. His research has been published in the leading academic journals. He also works as consultant to consumer goods and market research companies.

SKU	Unavailable
ISBN 13	9781446211236
ISBN 10	1446211231
Title	Consumer Behaviour
Author	Robert East
Condition	Unavailable
Binding Type	Paperback
Publisher	Sage Publications Ltd
Year published	2013-01-15
Number of pages	352
Cover note	Book picture is for illustrative purposes only, actual binding, cover or edition may vary.