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Consumer Behaviour: Applications in Marketing by Robert East

Consumer Behaviour: Applications in Marketing

by Robert East
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Book cover type: Paperback
  • ISBN13: 9781529730838
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Sage Publications Ltd
  • Publisher Imprint: Sage Publications Ltd
  • Publication Date:
  • Pages: 448
  • Original Price: USD 126.0
  • Language: English
  • Edition: N/A
  • Item Weight: 1085 grams
  • BISAC Subject(s): Marketing / General

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.

East, Robert: - 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.

Singh, Jaywant: - Jaywant Singh is professor of marketing at Kingston Business School, Kingston University where he teaches consumer behaviour and research methods. He applies quantitative research methods to unravel how and why people buy goods and services, through the lenses of brand management, ethical consumption, status consumption, and service management. He has published in leading academic journals and he regularly presents his research at international conferences. In his teaching, he endeavours to deliver theoretically and empirically grounded research knowledge that has direct applications in marketing and business.

Wright, Malcolm: - 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.

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