Solomon: Consumer Behaviour, Enhanced Media EditionDescription |
Consumer Behaviour: A European Perspective 3rd edition provides a comprehensive, lively, contemporary and practical introduction to consumer behaviour. It shows how research and concepts in this subject can inform and be applied to broader/strategic marketing issues. The unique five-part micro-to-macro wheel structure takes a multi-disciplinary approach to the discussion of consumer behaviour theory and applications, and includes the latest trends and demographic data for profiling European consumers. This book is ideal for second and third year undergraduate marketing students, or those students taking a consumer behaviour module as part of a business course. Companion Website Student Access Card: Consumer Behaviour  |
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Features |
| Opening illustrative vignettes highlight key terms and provide context from which the students will learn key concepts. Marketing Opportunity, Multi-cultural dimension and Marketing Pitfall boxes illustrate examples of where consumer behaviour issues and concepts have been successfully and unsuccessfully applied to broader marketing issues and strategies. Multicultural aspects of Consumer Behaviour from around the globe are covered throughout to help students gain a rounded picture of this subject. |
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New to this Edition |
- New co-author Margaret K Hogg brings fresh European perspective and provides the reader with more European examples and 20 new cases to give students cutting edge applications from the real-world.
- New advertisements of European origin help bring to life various elements in the marketing application of consumer behaviour.
- Previous US examples of Demographic groups, sub-cultures and lifestyles are now replaced with European ones to make this book even more relevant to students.
- Discussion of the new EU-25 offers students a variety of perspectives on European consumer desires and aspirations.
- OneKey online resources for both student and lecturer:
- For lecturers: Powerpoints, Instructor’s Manual, Extra Case Study material
- For Students: Interactive Study Guide, Web Cases, Web links, interactive quiz material.
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Table of Contents |
Preface Part A Consumers in the marketplace
1. An introduction to consumer behaviour Part B Consumers as individuals
2. Perception
3. Learning and memory
4. Motivation, values and involvement
5. Attitudes
6. Attitude change and interactive communications
7. The self Case studies 1-4 Part C Consumers as decision-makers
8. Individual decision-making
9. Shopping, buying, evaluating and disposing
10. Group influence and opinion leadership Case studies 5-8 Part D A portrait of European consumers
11. European family structure and household decision-making
12. Income and social class
13 Age subcultures Case studies 9-14 Part E Culture and European lifestyles
14. Culture and consumer behaviour
15. Cultural change processes
16. Lifestyles and European cultures
17 New times, new consumers Case studies 15-20 Glossary
Indexes |
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Back Cover |
Consumer Behaviour Third European Enhanced Media Edition New and exclusive to this Enhanced Media Edition: - Interactive e-study guide full of animated exercises adds colourful depth to each topic – great for revision
- Quick tests throughout each chapter to enhance and test your knowledge
- Find out what kind of consumer you are by taking self-assessment quizzes.
Follow these three steps to get the most out of this Enhanced Media Edition: - Visit the Consumer Behaviour companion website at www.pearsoned.co.uk/solomon
- Register your own personal account using the access code supplied with this copy of the Enhanced Media Edition
- Access valuable learning resources to help you pass your course:
- Answer self-assessment questions for each chapter, helping you focus on your strengths and weaknesses - Enhance your revision with the interactive e-study guide - Use the online Glossary and Flashcards to check and test your understanding of the key terms - And much more! |
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