Consumer Behaviour - Softcover
Whether or not we are marketers, we are, definitely, all consumers. We undertake simple or complex purchases each and every day of our lives. Exposure to consumer behaviour principles will help you understand how consumer decisions are made, and what factors influence both the decision-making process and its outcomes. Consumer Behaviour: Implications for Marketing Strategy guides students' exploration into the field of consumer behaviour. The text covers complex types of decision-making processes, before focusing on the two main factors that affect it, namely internal and external influences. Enhanced within each chapter is coverage of consumer purchasing decisions for goods and services, including many local and global examples from the region.
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About the Author:
Pascale Quester Master of Marketing, PhDIn 2006 Pascale acquired the position of Executive Dean, Faculty of the Professions, University of Adelaide. She was appointed Inaugural Professor in Marketing at the School of Commerce in 2002. Pascale previously held appointments at the Graduate School of Management, University of Adelaide, and at the Marketing Department, Massey University (New Zealand).In 1998, Pascale created a divisional research centre at the University of Adelaide, The Franco-Australian Centre for International Research in Marketing (FACIREM), which she co-directs with a colleague from a French university and which supports, supervises and publishes work bridging research between France and Australia.Pascale has co-authored two leading Australian textbooks and also publishes widely in academic journals, research books and conference proceedings. Her current research interests include sponsorship, country-of-origin effects, relationship marketing and the application of innovative methodologies in research. In recent years, Pascale has been sought as an expert witness in both state and federal courts in matters relating to marketing and consumer behaviour.French-born, but an Australian citizen, Pascale has been a regular visiting academic at leading French business schools. In 1999 and 2003, she was also a visiting Professor at La Sorbonne in Paris.
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- PublisherMcGraw-Hill Education / Australia
- Publication date2007
- ISBN 10 0074716921
- ISBN 13 9780074716922
- BindingPaperback
- Edition number5
- Number of pages667
- Rating
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