Consumer Behaviour by Zubin Sethna (Hardback)

£139.00
Out of stock
Product Ref. (e.g. ISBN, SKU)
9781526450005
Published:
12 Apr 2019
Format:
Hardback
Number of pages:
576 pages
Dimensions:
246x189x32mm
Weight:
1.290kgs
Author:
A thought-provoking and academically rigorous book on consumer behaviour that is also enjoyable to read, this text focuses on examples of international consumer behaviour in action, while striking a balance between sociological and psychological aspects of consumer behaviour.

Informal yet academically rigorous in style, this fun textbook focuses on examples of international consumer behaviour in action, and provides open access online resources to encourage student engagement and understanding.

 

The book strikes a balance between sociological and psychological aspects of consumer behavior and features coverage of social media, digital consumption and up to date marketing practice.


New to this edition:

Fully updated cases and global examples of consumer behaviour in industries including fashion, travel and technology A new feature exploring the experiential role of brands in consumers' lives today titled 'Brand Experiences' A brand new chapter on sustainable consumption for this era of climate change and sustainability challenges

Online resources complement the book, featuring a range of tools and resources for lecturers and students, including PowerPoint slides, an Instructor manual as well as selected videos to make the examples in each chapter come to life.

 

Suitable reading for undergraduate marketing students studying consumer behavior, international consumer behaviour and buyer behavior.

About the Author: Dr Zubin Sethna is currently Principal Lecturer (Associate Professor) in Entrepreneurial Marketing at Regent's University London. He has successfully launched five businesses and as Managing Consultant at Baresman Consulting, he has integrated marketing/consumer behavioural strategy with management consultancy and training for numerous organisations both in the UK and internationally, and across a variety of industry sectors. He is Editor-in-Chief of the internationally respected Journal of Research in Marketing and Entrepreneurship (JRME) and is also a reviewer for a variety of leading marketing and business journals, including the European Journal of Marketing, Journal of Marketing Management, and Journal of Strategic Marketing.  

More Information
Number of pages 576

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