| Introduction |
The second edition of Consumer Behaviour by Karen Webb 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. Consumer Behaviour 2e is written specifically for VET students and structured around Certificate IV Marketing in the new training package (BSB07). This new edition has been completely 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. Consumer Behaviour 2e also features a new `Marketing In Focus? component that gives a concise overview of topical cases at the beginning of each chapter. Each chapter 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. Consumer Behaviour will be a core unit for Certificate IV Marketing in the new training package (BSB07). |
| Description |
The second edition of Consumer Behaviour by Karen Webb 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. Consumer Behaviour 2e is written specifically for VET students and structured around Certificate IV Marketing in the new training package (BSB07). This new edition has been completely 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. Consumer Behaviour 2e also features a new `Marketing In Focus? component that gives a concise overview of topical cases at the beginning of each chapter. Each chapter 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. Consumer Behaviour will be a core unit for Certificate IV Marketing in the new training package (BSB07). |
| Key Features |
| Table of Contents |
Consumer Behaviour 2e About the author Preface Acknowledgements Chapter 1. Introduction Chapter 2. Consumer Decision Making Chapter 3. Organisational Decision Making Chapter 4. Perception and Information Processing Chapter 5. Learning & Memory Chapter 6. Personality Chapter 7. Motivation and Emotion Chapter 8. Attitudes Chapter 9. Lifestyles, Values and Culture Chapter 10. Groups, Families and Households Chapter 11. Situational Influences and the changing environment Glossary Copyright Acknowledgements Index |
