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Applications in Marketing
THIRD EDITION
Robert East - Kingston University
Jaywant Singh - Kingston University Business School, London
Malcolm Wright - Massey University, New Zealand
Marc Vanhuele - HEC School of Management
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 - INTRODUCTION
Chapter 1: Ideas and Explanations in Consumer Research
PART 2 - CONSUMPTION PATTERNS
Chapter 2: Customer Loyalty
Chapter 3: Brand Knowledge, Brand Equity and Brand Extension
Chapter 4: Stationary Markets
Chapter 5: Market Dynamics
Chapter 6: Consumer Group Differences
PART 3 - EXPLAINING DECISION-MAKING
Chapter 7: Predicting and Explaining Behaviour
Chapter 8: Information Processing and Decision-Making
Chapter 9: Consumer Satisfaction and Quality
PART 4 - MARKET RESPONSE
Chapter 10: Consumer Response to Price and Sales Promotions
Chapter 11: The Retail Context
Chapter 12: Word-of-Mouth Influence
Chapter 13: The Response to Advertising
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