Consumer behaviour in action

Peter Ling, Steven D'Alessandro, Hume Winzar

Research output: Book/ReportBookpeer-review

Abstract

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 cases 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.
Original languageEnglish
Place of PublicationMelbourne
PublisherOxford University Press
Number of pages666
ISBN (Print)9780195525601, 0195525604
Publication statusPublished - 2015

Keywords

  • consumer behaviour
  • marketing strategy
  • applied behaviour analysis
  • social psychology

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