Marc Vanhuele's Books

Consumer Behaviour

Applications in Marketing

By: Robert East,Malcolm Wright,Marc Vanhuele

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Consumer Behaviour

Applications in Marketing

By: Robert East,Malcolm Wright,Marc Vanhuele

Electronic Inspection Copy available to instructors here What's the best day to advertise groceries? Does a lookalike damage the brand it mimics? Do your long-term customers recommend you more than others? How damaging is negative word of mouth? Should retailers use 9-ending prices? These are some of the fascinating questions you will explore in this text. The text is written by respected marketing academics across the globe with a strong focus on the use of research to help higher-level students develop analytical and evidence-based thinking in marketing. It extends beyond a psychological approach to provide an empirical understanding of the subject for success in industry roles or further research in the field, and takes into consideration not just the individual but the market environment. New to this second edition: - Fully updated with contemporary, global examples and case studies to encourage an international readership - Further coverage of cross-cultural comparison, including a new chapter on Consumer Differences which also incorporates age and gender differences - Study features such as exercises, questions/answers, and a fully updated companion website with lecturer and student resources - www.sagepub.co.uk/east2e This textbook is essential reading for postgraduate students (MA, MSc, MBA) taking courses in consumer behaviour and undergraduate students specialising in consumer behaviour. Visit the Companion Website at www.sagepub.co.uk/east2e

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Page Count

354

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SAGE

Published Date

ISBN 10

1446289451

ISBN 13

9781446289457

Branded Entertainment

Product Placement & Brand Strategy in the Entertainment Business

By: Jean-Marc Lehu

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Branded Entertainment

Product Placement & Brand Strategy in the Entertainment Business

By: Jean-Marc Lehu

Product placement has evolved from a novel marketing tactic to a key marketing strategy on a global scale. This work explains the: history and development of product placement; advantages of this form of brand advertising; and methods employed by different brands.

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Page Count

292

Publisher

Kogan Page Publishers

Published Date

ISBN 10

0749449403

ISBN 13

9780749449407

Consumer Behaviour

Applications in Marketing

By: Robert East,Malcolm Wright,Marc Vanhuele

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Consumer Behaviour

Applications in Marketing

By: Robert East,Malcolm Wright,Marc Vanhuele

A wonderful (and very unusual) balance between areas of marketing that are often at odds with each other (or, worse yet, unaware of each other)... I recommend it to any student, researcher, or manager in marketing' Peter Fader, Frances and Pei-Yuan Chia Professor; and Professor of Marketing, Wharton School, University of Pennsylvania 'Exceptional for the amount of relevant research that is presented and explained. Students who have read and understood this text are likely to be much more of use to industry' Fergus Hampton, Managing Director, Millward Brown Precis Written in a focused and accessible form by respected marketing academics, Consumer Behaviour helps readers to develop analytical and evidence-based thinking in marketing and avoid more formulaic approaches that lack the support of research. With a strong focus on the use of research, this book will really appeal to the specific needs of higher-level students. The book covers important material that is often missing in consumer behaviour texts. For example, whole chapters are devoted to brand loyalty, brand equity, biases in decision-making, word of mouth, the response to price and the effect of advertising. Shorter reviews cover evidence on topics such as loyalty programmes, the response to delay and retail atmospherics. Chapters are quite short and divided into sections. Each chapter contains exercises designed to draw out key ideas and consolidate understanding, and there are suggestions for further reading. A website to support the book has an Instructor's Manual that offers PowerPoint slides, discussion of exercises, computer programs, a suggested Masters-level course, and a Word file of references to assist students writing assignments.

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345

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SAGE

Published Date

ISBN 10

1446241858

ISBN 13

9781446241851

Consumer Behaviour

Applications in Marketing

By: Robert East,Jaywant Singh,Malcolm Wright,Marc Vanhuele

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Consumer Behaviour

Applications in Marketing

By: Robert East,Jaywant Singh,Malcolm Wright,Marc Vanhuele

Extending beyond a basic psychological approach to Consumer Behaviour, this text provides an empirical understanding of the subject and will be of particular appeal to those of the Ehrenberg-Bass tradition and those who view Marketing as a science. The third edition maintains a strong focus on the use of research, helping students to develop analytical and evidence-based thinking in marketing and to take into consideration not just the individual but also the marketing environment. New examples and research findings have been included with special attention paid to the digital environment, including online consumer behaviour and research. Suitable for upper undergraduate and postgraduate students taking courses in consumer behaviour, as well as doctoral candidates with a focus on consumer behaviour.

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508

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SAGE

Published Date

ISBN 10

1473988039

ISBN 13

9781473988033

Consumer Behaviour

Applications in Marketing

By: Robert East,Jaywant Singh,Malcolm Wright,Marc Vanhuele

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Consumer Behaviour

Applications in Marketing

By: Robert East,Jaywant Singh,Malcolm Wright,Marc Vanhuele

‘A serious, thoughtful consumer behaviour text that focuses on substance rather than what′s fashionable in academic circles.’ Professor Byron Sharp, Ehrenberg-Bass Institute, University of South Australia ‘A thought-provoking text that challenges readers to consider consumer behaviour in new and refreshing ways and reflect on routine behaviours that occupy so much of daily life – buying brands, patronising stores, watching adverts, making recommendations.’ Professor Mark Uncles, Deputy Dean, Australian School of Business, University of New South Wales Written by respected marketing academics, this popular textbook extends beyond a basic psychological approach to Consumer Behaviour by providing a more empirical understanding of the subject, helping students grasp marketing applications at both individual and market levels. The fourth edition maintains a strong focus on research, particularly quantitative methods, helping higher-level students develop analytical and evidence-based thinking for success in scholarly and industry-based marketing research. The textbook contains new examples, exercises and research findings, along with recent advancements in the digital environment. Suitable for upper undergraduate and postgraduate students taking courses in consumer behaviour, as well as doctoral candidates with a focus on consumer behaviour. Robert East is Emeritus Professor at Kingston University London, UK. Jaywant Singh is Professor of Marketing at Southampton Business School, University of Southampton, UK. Malcolm Wright is Professor of Marketing at Massey University, New Zealand. Marc Vanhuele is Professor of Marketing at HEC Paris, France.

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Page Count

299

Publisher

SAGE

Published Date

ISBN 10

152976565X

ISBN 13

9781529765656

Book's by Marc Vanhuele

Consumer Behaviour

Consumer Behaviour

Branded Entertainment

Branded Entertainment

Consumer Behaviour

Consumer Behaviour

Consumer Behaviour

Consumer Behaviour

Consumer Behaviour

Consumer Behaviour

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