PRESCRIBED TEXT FOR:
Institution: Curtin University - Sydney - 2014 2nd Semester
Course Code: CB2201
Subject: Consumer Behaviour 2201
MKTG6007 AT THE UNIVERSITY OF SYDNEY, SEMESTER 2 2013
Consumer behaviour is more than buying things; it also embraces the study of how having (or not having) things affects our lives and how possessions influence the way we feel about ourselves and each other - our state of being.
The 3rd edition of Consumer Behaviour is presented in a contemporary framework based around the buying, having and being model and in an Australasian context. Students will be engaged and excited by the most current research, real-world examples, global coverage, managerial applications and ethical examples to cover all facets of consumer behaviour.
With new coverage of Personality and incorporating real consumer data, Consumer Behaviour is fresh, relevant and up-to-date . It provides students with the best possible introduction to this fascinating discipline.
NEW! Get hands-on with real consumer data: Mintel Memo and Dataset Exercises. Added to the end of each section, these new exercises provide students with actual data, obtained from recent consumer surveys. Each exercise presents Mintel's data-with suggestions on how to use it for answering specific marketing questions-and challenges students to make sense of what the numbers mean.
NEW! Keep current: The Latest in Information. This edition presents a current view of research, popular culture, and marketing activities, to help students understand this ever-changing field.
NEW! Marketing Opportunity Boxes. Highlight the fascinating ways that marketing practitioners translate wisdom they glean from consumer research into actual business activities.
New! Marketing pitfall Boxes. Highlight marketing mistakes or ethically suspect activities.
NEW! Hear it from your peers: "CB As I Live It" feature. For this edition, the authors Michael invited individuals and student groups from schools across Australia to contribute their own take on key concepts in consumer behaviour. The responses appear in the book, giving students a snapshot of their peers' insight as consumers.
NEW! Gain some fresh perspective: "CB As I See It" feature. In every chapter, you'll find a "flesh-and-blood" consumer behaviour professor who writes about relevant topics from their perspective as a leading researcher in that area. Students will benefit from hearing the perspectives of other esteemed professors and researchers in the industry.
Think critically: Consumer Behaviour Case Study. Learning by doing is an integral part of the classroom experience. In this edition, a case study has been added to the end of each chapter, along with discussion questions, to help students apply the case to the chapter's contents.
Social media and new technology theories and examples are consistently used across all chapters.