Consumer Behaviour: A European Perspective

Consumer Behaviour: A European Perspective, 7th Edition is an industry-leading textbook that provides a comprehensive and engaging introduction to the field of consumer behavior in Europe and around the world. It is ideal for Second and Third-Year Undergraduates, as well as Master's students who study relevant courses. The latest version includes new examples and case studies from the European consumer viewpoint, as well as a broader global consumer scene. Key features include marketing opportunity, marketing pitfalls, and multicultural dimensions boxes, consumer behavior as I see it boxes, brand-new case studies, and extensive analysis of the new world of digital consumers, social media, and online behavior.

Format: Paperback / softback
Length: 648 pages
Publication date: 20 June 2019
Publisher: Pearson Education Limited

Consumer Behaviour: A European Perspective, 7th Edition, is the most comprehensive and engaging introduction to the field in Europe and around the world. Well known for its accessible, reader-friendly writing style and contemporary approach, this textbook is ideal for Second and Third-Year Undergraduates, as well as Master's students who study relevant courses. The latest version includes new examples and case studies from the European consumer viewpoint, aiming to retain the content's character. The extensive European material also comprises a number of extra advertisements that will help you study the different theoretical characteristics of marketing applications. The book does not limit knowledge to the European market, however: it also discusses the broader global consumer scene, with American and other non-European examples illustrating various similarities and differences.

Key features include:
1. Marketing Opportunity: This textbook provides a comprehensive overview of marketing opportunities, including market segmentation, targeting, and positioning. It covers various marketing strategies and techniques used to attract and retain customers, such as advertising, sales promotion, and public relations.
2. Marketing Pitfalls: The book also highlights the potential pitfalls and challenges faced by marketers in today's competitive environment. It discusses common mistakes that businesses make and provides strategies to avoid them, such as over-promising, poor customer service, and lack of innovation.
3. Multicultural Dimensions: Consumer Behaviour is a global phenomenon, and this textbook recognizes the importance of multicultural dimensions in marketing. It discusses the cultural differences between consumers and how they impact their purchasing decisions. The book provides insights into the cultural values, beliefs, and attitudes of different consumer groups and how businesses can adapt their marketing strategies to cater to these differences.
4. Boxes throughout the text illustrate the impact of Consumer Behaviour on marketing activities. These boxes feature marketing academics talking about the relevance of Consumer Behaviour issues in their everyday work. They provide real-world examples and case studies to reinforce the theoretical concepts discussed in the text.
5. Consumer Behaviour as I See It: Boxes feature marketing academics talking about the relevance of Consumer Behaviour issues in their everyday work. These boxes provide a personal perspective on the field and offer insights into the practical applications of Consumer Behaviour principles.
6. Brand new Case studies about European companies and topics offer a better insight into the world of Consumer Behaviour. These case studies cover a wide range of industries and topics, including consumer behaviour in the digital age, sustainable consumption, and emerging technologies.
7. New coverage of sustainable consumption and emerging technologies is integrated into the text. This includes discussions on the environmental impact of consumer behaviour, the role of sustainable marketing practices, and the role of emerging technologies in shaping consumer behaviour.
8. Extensive analysis of the new world of digital consumers, social media, and online behaviour is integrated into the text. This includes discussions on the impact of digital technologies on consumer behaviour, the role of social media in marketing, and the strategies businesses can use to engage with digital consumers.
9. From theory to practice, this ultimate guide on Consumer Behaviour will support you in understanding the complex dynamics of consumer behaviour and applying them to real-world situations. Whether you are a business student, marketer, or simply interested in understanding the consumer mindset, this textbook is a valuable resource.

In conclusion, Consumer Behaviour: A European Perspective, 7th Edition, is a comprehensive and engaging textbook that provides a thorough introduction to the field of Consumer Behaviour in Europe and around the world. With its accessible writing style, contemporary approach, and extensive European material, this textbook is ideal for Second and Third-Year Undergraduates, as well as Master's students who study relevant courses. The book's key features include marketing opportunity, marketing pitfalls, multicultural dimensions, boxes throughout the text, consumer behaviour as I see it, brand new case studies, new coverage of sustainable consumption and emerging technologies, and extensive analysis of the new world of digital consumers, social media, and online behaviour. Whether you are a business student, marketer, or simply interested in understanding the consumer mindset

mindset, this textbook is a valuable resource.

Weight: 1204g
Dimension: 265 x 195 x 20 (mm)
ISBN-13: 9781292245423