Michael R. Solomon, Tina M. Lowrey
Routledge; 1st edition
The key to marketing is satisfying and understanding consumer needs; thus a knowledge of consumer behavior is essential to any organization dealing with users; customers; or clients. This ebook; The Routledge Companion to Consumer Behavior (PDF) promises to be a contemporary classic. It brings together an international set of scholars; many of whom are “household names”; to examine the diverse approaches to consumer behavior topics.
The editors employ a micro to macrostructure; dividing each topic into 3 parts: one focused on emerging trends; one reflecting foundational work; and one covering practical applications. Each part examines the relationship between consumer behavior and motivation; including well-being; gender; social class; and more; and concludes with practitioner perspectives on the challenges and opportunities that come with understanding customers. Readers will gain insight into how drives that are constantly in flux relate to other aspects of human cognition and behavior; allowing them to reach customers successfully; and to meet their needs. With contributions from leading scholars; including Jagdish Sheth; and Sidney Levy; this volume sets the standard as the most cutting-edge; comprehensive; resource on the subject of consumer behavior. Students of consumer behaviour and marketing will find this a useful exploration of a fast-moving field; fundamental to the welfare of non-profits; government; companies; and consumers. It will also benefit new and established academic researchers as well as practitioners who want to stay on top of current knowledge.