Whether or not we are marketers, we are, definitely, all consumers. We undertake simple or complex purchases each and every day of our lives. Exposure to consumer behaviour principles will help you understand how consumer decisions are made, and what factors influence both the decision-making process and its outcomes. Consumer Behaviour: Implications for Marketing Strategy guides students' exploration into the field of consumer behaviour. The text covers complex types of decision-making processes, before focusing on the two main factors that affect it, namely internal and external influences. Enhanced within each chapter is coverage of consumer purchasing decisions for goods and services, including many local and global examples from the region.
Whether or not we are marketers, we are, definitely, all consumers. We undertake simple or complex purchases each and every day of our lives. Exposure to consumer behaviour principles will help you understand how consumer decisions are made, and what factors influence both the decision-making process and its outcomes. Consumer Behaviour: Implications for Marketing Strategy guides students' exploration into the field of consumer behaviour. The text covers complex types of decision-making processes, before focusing on the two main factors that affect it, namely internal and external influences. Enhanced within each chapter is coverage of consumer purchasing decisions for goods and services, including many local and global examples from the region.
Consumer Behaviour; Implications for Marketing Strategy Introduction Chapter 1 Consumer behaviour and marekting strategy PART 1 Chapter 2 Situational Influences Chapter 3 Problem recognition Chapter 4 Information Search Chapter 5 Evaluating and selecting alternatives Chapter 6 Outlet selection and purchase Chapter 7 Post purchase processes, customer satisfaction and consumer loyalty PART 2 INTERNAL INFLUENCES Chapter 8 Perception Chapter 9 Learning and memory Chapter 10 Motivation, personality and emotion Chapter 11 Attitude and attitude change PART 3 EXTERNAL INFLUENCES Chapter 12 Australasian society: demographics and liefstyles Chapter 13 Household structure and consumption behaviour Chapter 14 Group influence and communication Chapter 15 Social Class Chapter 16 Culture and cross-cultural variations in consumer behaviour PART 4 CONTEMPORARY TOPICS IN CONSUMER BEHAVIOUR Chapter 17 Business-to-Business buying behaviour Chapter 18 Consumers and society Appendix A Consumer research methods Appendix B Examples of consumer and marketing legislation and self-regulation in Australia and New Zealand
Pascale Quester Master of Marketing, PhDIn 2006 Pascale acquired
the position of Executive Dean, Faculty of the Professions,
University of Adelaide. She was appointed Inaugural Professor in
Marketing at the School of Commerce in 2002. Pascale previously
held appointments at the Graduate School of Management, University
of Adelaide, and at the Marketing Department, Massey University
(New Zealand).In 1998, Pascale created a divisional research centre
at the University of Adelaide, The Franco-Australian Centre for
International Research in Marketing (FACIREM), which she co-directs
with a colleague from a French university and which supports,
supervises and publishes work bridging research between France and
Australia.Pascale has co-authored two leading Australian textbooks
and also publishes widely in academic journals, research books and
conference proceedings. Her current research interests include
sponsorship, country-of-origin effects, relationship marketing and
the application of innovative methodologies in research. In recent
years, Pascale has been sought as an expert witness in both state
and federal courts in matters relating to marketing and consumer
behaviour.French-born, but an Australian citizen, Pascale has been
a regular visiting academic at leading French business schools. In
1999 and 2003, she was also a visiting Professor at La Sorbonne in
Paris.
University Of Oregon
 |
Ask a Question About this Product More... |
|
