Applications in Marketing
- Robert East - Kingston University, UK
- Jaywant Singh - Southampton Business School, University of Southampton
- Malcolm Wright - Massey University, New Zealand
- Marc Vanhuele - HEC School of Management, France
Professor Byron Sharp, Ehrenberg-Bass Institute, University of South Australia
‘A thought-provoking text that challenges readers to consider consumer behaviour in new and refreshing ways and reflect on 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
Written by respected marketing academics, this popular textbook extends beyond a basic psychological approach to Consumer Behaviour by providing a more empirical understanding of the subject, helping students grasp marketing applications at both individual and market levels.
The fourth edition maintains a strong focus on research, particularly quantitative methods, helping higher-level students develop analytical and evidence-based thinking for success in scholarly and industry-based marketing research. The textbook contains new examples, exercises and research findings, along with recent advancements in the digital environment.
Suitable for upper undergraduate and postgraduate students taking courses in consumer behaviour, as well as doctoral candidates with a focus on consumer behaviour.
Robert East is Emeritus Professor at Kingston University London, UK.
Jaywant Singh is Professor of Marketing at Southampton Business School, University of Southampton, UK.
Malcolm Wright is Professor of Marketing at Massey University, New Zealand.
Marc Vanhuele is Professor of Marketing at HEC Paris, France.
A thought-provoking text that challenges readers to consider consumer behaviour in new and refreshing ways. The 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.
This book provides a wonderful (and very unusual) balance between areas of marketing that are often at odds with each other (or, worse yet, unaware of each other) … I recommend it to any student, researcher or manager in marketing.
I used this book for the consumer behaviour module in my master’s degree. It was my favourite subject, and the book provided valuable insights and guidance to successfully complete the course. The book is packed with the concepts relevant for today's marketer and highlights the consequences of commonly used techniques such as loyalty programmes and discounts.
A serious, thoughtful consumer behaviour text, that focuses on substance rather than what’s fashionable in academic circles.
A lovely and engaging read that will definitely be useful to my Level 6 Consumer Psychology students. The book provides wide theoretical and research evidence, comprehensive descriptions of various phenomena and interesting exercises that could be used in and outside the classroom.