Consumer Behaviour

Karen Webb is a degree-qualified marketer and trainer, however the skills and knowledge she uses to write in the area of consumer and trade marketing come from her many years of practical marketing management experience. Karen is an experienced consumer and trade marketer, having worked in a number of industries including consumer electronics and hardware. Karen began her marketing career working for Sony, one of the world’s best-known companies and brands. She then moved into the car-care business, where she was in charge of marketing the brands Turtle Wax, Duplicolor paints and Redex engine additives. Karen has also worked in the paint industry, marketing the Taubmans brand. Karen currently teaches a range of marketing and advertising subjects at Western Sydney Institute of TAFE. More recently, Karen has also been involved in writing workbook materials and developing video scripts for marketing courses delivered by OTEN. (The Asia-Pacific Marketing Modules won an award from The Australian newspaper for Excellence in Educational Publishing.) She has also been keenly involved in the development of TAFE marketing course subjects. In addition to her teaching duties, Karen works in a consulting capacity for a number of small-business clients in Sydney.

• Consumer Behaviour 2e About the author Preface AcknowledgementsChapter 1.Introduction Chapter 2.Consumer Decision Making Chapter 3.Organisational Decision MakingChapter 4.Perception and Information ProcessingChapter 5.Learning & Memory Chapter 6.PersonalityChapter 7.Motivation and EmotionChapter 8.Attitudes Chapter 9.Lifestyles, Values and CultureChapter 10.Groups, Families and Households Chapter 11.Situational Influences and the changing environmentGlossary Copyright Acknowledgements Index