Consumer Behaviour - Sethna, Zubin;Blythe, Jim
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Praised for its no nonsense approach to engaging students and conveying key learning outcomes and for striking a good balance between sociological and psychological aspects of consumer behaviour, the new edition now features increased coverage of social media, digital consumption and up-to-date marketing practice.
Written from a European perspective, international in its scope and with an array of global international examples and cases from a variety of geographic locations and different industry sectors threaded throughout the text, students' understanding and retention of the subject is…mehr

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Produktbeschreibung
Praised for its no nonsense approach to engaging students and conveying key learning outcomes and for striking a good balance between sociological and psychological aspects of consumer behaviour, the new edition now features increased coverage of social media, digital consumption and up-to-date marketing practice.

Written from a European perspective, international in its scope and with an array of global international examples and cases from a variety of geographic locations and different industry sectors threaded throughout the text, students' understanding and retention of the subject is encouraged through innovative learning features including:

'how to impress your examiner' boxes - ideas and tips for what an examiner may be looking for to help students get the best possible grades in their assessments.
'consumer behaviour in action' boxes – focus on consumer decisions allowing students to focus on the applications of the concepts and theories underpinning the motivations of consumers – something they are likely to do in their future careers as marketers.
'challenging the status quo' boxes – encouraging students to think outside the box, think critically and exercise their problem solving skills.
The book is complemented by a companion website featuring a range of tools and resources for lecturers and students, including PowerPoint slides, multiple choice questions, case studies, interactive glossary, flashcards, multimedia links and selected author videos to make the examples in each chapter come to life.

Suitable for Undergraduate students with little or no background knowledge of consumer behaviour.
Rezensionen
Among a large collection of Consumer Behaviour texts, this book stands out for the authors' innovative methods to intrigue students to think beyond textbook materials and be creative! With the content covering exactly what we need, I have used this book for many cohorts of students and believe the new edition will enhance student learning even further. Dr. Lien Le Monkhouse 20160708
In my journey of building a consumer brand from scratch, many of my do or die decisions have been made by putting my consumers at the forefront. Professor Zubin Sethna has produced the most comprehensive work on consumer behaviour that I have ever seen, by far. It covers consumer behaviour from all angles including an understanding of psychological and sociological issues. Throughout, the book is superbly illustrated with diagrams and consumer behaviour is brought to life by several real-world case studies, all enabling the reader to obtain a complete and thorough understanding of the subject. It is a must-read for students and practitioners alike! Lord Karan Bilimoria of Chelsea