The Routledge Companion to Consumer Behavior (Routledge Companions in Marketing, Advertising and Communication) - Softcover

Softcover

ISBN 10: 0367656175 ISBN 13: 9780367656171

Verlag: Routledge, 2020

Inhaltsangabe

The key to marketing is understanding and satisfying consumer needs, thus a knowledge of consumer behavior is essential to any organization dealing with customers, users, or clients. This book promises to be a contemporary classic. It brings together an international set of scholars, many of whom are "household names", to examine the diverse approaches to consumer behavior topics.

The editors employ a micro to macro structure, dividing each topic into three parts: one reflecting foundational work, one focused on emerging trends, and one covering practical applications. Each part examines the relationship between consumer behaviour and motivation, including well-being, gender, social class, and more, and concludes with practitioner perspectives on the challenges and opportunities that come with understanding customers. Readers will gain insight into how drives that are constantly in flux relate to other aspects of human cognition and behavior, allowing them to reach customers successfully, and to meet their needs. With contributions from leading scholars, including Sidney Levy and Jagdish Sheth, this volume sets the standard as the most comprehensive, cutting-edge resource on the subject of consumer behavior.

Students of consumer behaviour and marketing will find this a useful exploration of a fast-moving field, fundamental to the welfare of companies, government, non-profits, and consumers. It will also benefit new and established academic researchers as well as practitioners who want to stay on top of current knowledge.

Über diesen Titel

Über die Autorin bzw. den Autor

Michael R. Solomon is Professor of Marketing at Saint Joseph’s University, USA.

Tina M. Lowrey is Professor of Marketing at HEC Paris, France.

Details zur Ausgabe

• Verlag: Routledge
• Erscheinungsdatum: 2020
• Sprache: Englisch
• ISBN 10: 0367656175
• ISBN 13: 9780367656171
• Einband: Tapa blanda
• Auflage: 1
• Anzahl der Seiten: 564
• Herausgeber: Solomon Michael R., Lowrey Tina M.
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Nicht verfügbar