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£44.99

Paperback

Published: 29 March 2018

528 Pages

246x189mm

ISBN: 9780198786238


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Consumer Behaviour

Second Edition

Isabelle Szmigin and Maria Piacentini

  • Consumer Insights and longer Case Studies make the connection between theory and practice explicit, covering topics including online consumption, digital consumer behaviour, and ethical issues.
  • Provides students with the latest advances in consumer behaviour technologies and social media use, and the innovative ways that these tools can be used by marketing professionals.
  • Consumer behaviour is presented in a global context; international examples include social media marketing by Maybelline in China, public health advertising in Singapore, and IKEA advertising in Russia, as well as many more from the UK, Europe and the US.
  • Covers the latest issues and developments in behavioural, psychological and sociological thinking, giving students access to methods not traditionally covered in texts but which are used extensively by practitioners.
  • A superior ready-to-use online package, prepared by the authors, including practitioner videos, class exercises, teaching notes, and PowerPoint slides, provides comprehensive support for lecturers.
  • Also available as an e-book with functionality, navigation features, and links that offer extra learning support

New to this Edition:

  • New coverage of sustainability and ethical issues in consumer behaviour is woven throughout, including deceptive packaging, Fairtrade, and ethically-conscious fashion.
  • Coverage of digital consumption and online consumer behaviour. Areas including consumer social media research, online group buying, big data, and attitudes to online privacy, have been substantially increased.
  • Extensively refreshed features: new practitioner insights, new research insights, new consumer insights and new case studies including Snapchat and the concept of hygge.
  • Updated to reflect the latest consumer behaviour research.

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