Consumer Behaviour PDF ePub eBook

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Consumer Behaviour free pdf This textbook is essential reading for postgraduate students (MA, MSc, MBA) taking courses in consumer behaviour and undergraduate students specialising in consumer behaviour.

About Malcolm Wright

Robert East is professor of consumer behaviour in the marketing department of Kingston Business School, London. 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. This book reflects both his iconoclastic research and his commitment to a curriculum that is both intellectual and useful. Malcolm Wright is professor of marketing at Massey University 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. Marc Vanhuele holds a PhD from UCLA and is Associate Professor of Marketing at HEC Paris. He has taught in MBA, Master of Science, executive and doctoral programs on the topics of market orientation, consumer behavior, pricing, and communication. He also serves as consultant to consumer goods and market research companies. His research focuses on two different areas: how consumers deal with price information and how a new use of marketing metrics can help managers making better decisions.

Details Book

Author : Malcolm Wright
Publisher : SAGE Publications Ltd
Data Published : 31 January 2013
ISBN : 1446263924
EAN : 9781446263921
Format Book : PDF, Epub, DOCx, TXT
Number of Pages : 352 pages
Age + : 18 years
Language : English
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