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Consumer Behaviour in Action by Peter Ling (, Deputy Dean, RMIT University) at Abbey's Bookshop,
Consumer Behaviour in Action
— —
Peter Ling (, Deputy Dean, RMIT University) Steven D'Alessandro (, Professor, School of Management and Marketing, Charles Sturt University)

Consumer Behaviour in Action

Peter Ling (, Deputy Dean, RMIT University),  Steven D'Alessandro (, Professor, School of Management and Marketing, Charles Sturt University),  Hume Winzar (, Associate Professor, Business, Macquarie University)

$114.95

Paperback

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English
OUP Australia and New Zealand
30 January 2015
Business studies: general
Consumer Behaviour in Action introduces students to the fundamental concepts of consumer behaviour in a contemporary context. The text provides a balanced approach as it illustrates theory with practical applications and research methods for understanding consumers. Practical examples and case studies provide global, regional and local industry examples. Extended case studies covering topics such as Nike, Cricket Australia, Target, and McDonald's in overseas markets, draw together each part of the book to connect the themes discussed and encourage students to develop a deeper understanding of the material. Research and insights from fields such as psychology, sociology and complex systems are included.  The accompanying enriched obook (available free with the paperback) and supplementary digital resources provides superior, ready-to-use support for both students and lecturers.

Key FeaturesProvides a thorough analysis of consumer behaviour for the future professional.

Provides numerous real world examples of marketing in the Australasian region and practical examples from developed and less developed countries.

Features perspectives from a range of industry practitioners at various points in their careers.

Features a diverse range of organisations, goods and services and covers the social (positive and negative) impact of consumer behaviour.

Includes additional examples and videos in the obook.
By:   , , , , , , , ,
Imprint:   OUP Australia and New Zealand
Country of Publication:   Australia
Dimensions:   Height: 249mm,  Width: 204mm,  Spine: 28mm
Weight:   1.786kg
ISBN:   9780195525601
ISBN 10:   0195525604
Pages:   544
Publication Date:  
Audience:   College/higher education ,  Primary
Format:   Paperback
Publisher's Status:   Active

Peter Ling is Deputy Dean (Communication) in the School of Media and Communication and Associate Professor in Advertising at RMIT University. Steven D'Alessandro is Professor in the School of Marketing and Management at Charles Sturt University. Hume Winzar is Associate Professor in the Department of Marketing and Management at Macquarie University.

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