
Consumer Behaviour
Karen Webb(Author)
McGraw-Hill Education / Australia (Publisher)
2nd Edition
Published on 21. October 2009
Book
Paperback/Softback
978-0-07-027837-0 (ISBN)
Description
This is a hands-on, practical text exploring the individual, social and lifestyle influences on consumer motivation and using this information to help assess and devise marketing strategies. It is written specifically for VET students and structured around Certificate IV Marketing in the training package BSB07. This edition has been redesigned and streamlined to ensure effective learning and understanding. It includes new material on social marketing and e-communication as well updated illustrations and exhibits. It also features a new 'Marketing In Focus' component that gives a concise overview of topical cases at the beginning of each chapter, which also contains a summary, key terms and review questions. A supplement CD is available to lecturers and contains all of the ads and graphics from the text. Also available are PowerPoint slides, Testbank and an Instructor Resource Manual.
More details
Edition
2nd edition
Language
English
Place of publication
Australia
Publishing group
McGraw-Hill Education
Target group
College/higher education
Dimensions
Height: 251 mm
Width: 201 mm
Thickness: 10 mm
Weight
475 gr
ISBN-13
978-0-07-027837-0 (9780070278370)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Person
Karen Webb is a degree-qualified marketer and trainer, however the skills and knowledge she uses to write in the area of consumer and trade marketing come from her many years of practical marketing management experience. Karen is an experienced consumer and trade marketer, having worked in a number of industries including consumer electronics and hardware. Karen began her marketing career working for Sony, one of the world's best-known companies and brands. She then moved into the car-care business, where she was in charge of marketing the brands Turtle Wax, Duplicolor paints and Redex engine additives. Karen has also worked in the paint industry, marketing the Taubmans brand. Karen currently teaches a range of marketing and advertising subjects at Western Sydney Institute of TAFE. More recently, Karen has also been involved in writing workbook materials and developing video scripts for marketing courses delivered by OTEN. (The Asia-Pacific Marketing Modules won an award from The Australian newspaper for Excellence in Educational Publishing.) She has also been keenly involved in the development of TAFE marketing course subjects. In addition to her teaching duties, Karen works in a consulting capacity for a number of small-business clients in Sydney.
Content
Consumer Behaviour 2e About the author Preface Acknowledgements
Chapter 1.Introduction Chapter 2.Consumer Decision Making Chapter 3.Organisational Decision MakingChapter 4.Perception and Information ProcessingChapter 5.Learning & Memory Chapter 6.PersonalityChapter 7.Motivation and EmotionChapter 8.Attitudes Chapter 9.Lifestyles, Values and CultureChapter 10.Groups, Families and Households Chapter 11.Situational Influences and the changing environment
Glossary Copyright Acknowledgements Index
Chapter 1.Introduction Chapter 2.Consumer Decision Making Chapter 3.Organisational Decision MakingChapter 4.Perception and Information ProcessingChapter 5.Learning & Memory Chapter 6.PersonalityChapter 7.Motivation and EmotionChapter 8.Attitudes Chapter 9.Lifestyles, Values and CultureChapter 10.Groups, Families and Households Chapter 11.Situational Influences and the changing environment
Glossary Copyright Acknowledgements Index