Legends in Consumer Behaviour (Legends in FIVE VOLUME SET Behavior)

Author: Ashwin Sanghi

ISBN: 978-9356291935

Price: Rs. 62950.00 • ✓ 100% Genuine Publisher Edition

Book Overview

The legends in consumer behaviour series captures the essence of the most important contributions made in the field of consumer behaviour in the past several decades. It reproduces the seminal works of the legends in the field, which are supplemented by interviews of these legends as well as by the opinions of other scholars about their work. The series comprises various sets, each focusing on the multiple ways in which a legend has contributed to the field. This set, consisting of five volumes, is a tribute to C. When Park. Professor Park is a Robert e. Brooker Professor of marketing at the University of southern California. Prior to joining the usc Marshall school of business, Los Angeles, California, Professor Park was the Albert Wesley Frey distinguished Professor of marketing at the Joseph M. Katz graduate school of business at the University of Pittsburgh (1979“1997). he is one of the most innovative thought leaders who has pioneered many important areas in consumer behaviour. His innovative publications include seminal papers in Dyadic decision-making, Joint decisions in home purchasing: a muddling-through process;� brand management, strategic brand concept-image management,� and brand attachment, brand attachment and brand attitude strength: conceptual and empirical differentiation of two critical brand equity drivers.� he has also published highly influential articles in the areas of brand familiarity, subjective and objective knowledge, cognitive and affective involvement, constructive decision-making, cost-efficient brand growth strategies and brand naming strategies. Apart from this, Professor Park has co-authored marketing management (1987) with Dr Gerald Altman and handbook of brand relationships (2009) with Deborah J. Macinnis and Joseph priester. His most recent book, brand admiration: building a business people love, co-authored with Dr Deborah J. Macinnis and Dr Andreas eisingerich, was published in October 2016. Professor Park was the recipient of the 1987 Alpha Kappa PSI Award and has been a fellow of society of consumer psychology (2012) and a fellow of association for consumer research (ACR, 2015). he was the editor of the journal of consumer psychology (2008“2012) and is currently the director of the global branding center at the Marshall school of business (2008“present). the series is edited by Jagdish N. Sheth, who is the Charles H. Kellstadt Professor of marketing in the Goizueta business School at Emory University, Atlanta, Georgia. He is a past President of the ace, as well as division 23 (consumer psychology) of the American psychological association (APA). he is also a fellow of the APA and the ace. Professor Sheth co-authored theory of buyer behaviour (with J.A. Howard), a classic in consumer behaviour published in 1969. Volumes in this set: volume 1: The role of familiarity and knowledge in consumer behaviour editor: mita sujan volume 2: involvement and reference group influence editor: Joseph R priester volume 3: decision-making and choice decisions editor: Richard J Lutz volume 4: brand strategy editor: Vanessa Patrick volume 5: causes of brand attachment and its effect on consumers information processing evaluations and behaviour editor: Debbie macinnis.

Browse this title within our Social Sciences and Education collection. Edition details: Images in this review, English, 422 pages. Reference ISBN: 978-9356291935.

About the Author

AshwinSanghi is among India'shighest-selling English fiction authors. He has written several bestsellers inthe Bharat Collection (The Rozabal Line, Chanakya'sChant, The Krishna Key, The Sialkot Saga, Keepers of theKalachakra, The Vault of Vishnu, The Magicians of Mazda and TheAyodhya Alliance) andtwo New York Times and Sunday TimesUK bestselling crimethrillers with James Patterson, PrivateIndia (sold in the U.S.as City on Fire) and Private Delhi(sold in the U.S. as Count to Ten). His novel Razor Sharp,the first book in the Kutta KadamThriller series conceptualized byAshwin, became a nationalbestseller. He mentors, collaborates and editsseveral nonfictiontitles in the 13 Steps Series on Luck, Wealth,Marks,Health and Parenting. He contributes to the opinion page of TheTimes of India. Ashwinhas been included by Forbes India in their Celebrity 100 and by TheNew Indian Express in their Culture Power List. Hehas won the Crossword Popular Choice Award 2012, Atta Galatta Popular ChoiceAward 2018, WBR Iconic Achievers Award 2018, the Lit-O-Fest Literature LegendAward 2018, the Kalinga Popular Choice Award 2021, and the Deendayal UpadhyayaRecognition 2023. He has also been awarded an Honorary Doctorate by JECRCUniversity, Rajasthan. Hewas educated at Cathedral and John Connon School, Mumbai, and St. Xavier'sCollege, Mumbai. He holds an MBA from Yale University. Ashwin lives in Mumbaiwith his wife, Anushika, and son, Raghuvir.

Why Readers Pick This Edition

• You’ll love this definitive five-volume set if you value ideas that shaped modern marketing. Bringing together seminal papers, reflective interviews, and scholarly commentary, it lets you trace how consumer behaviour evolved through the work of C. Whan Park. Designed for serious study and long-term reference, it deepens your theoretical insight while inspiring new research directions. A premium collection that belongs on the shelf of every marketing scholar and institutional library.
• Published by HarperCollins India.
• Language: English.
• Page count: 422.

Catalog Description

The legends in consumer behaviour series captures the essence of the most important contributions made in the field of consumer behaviour in the past several decades. It reproduces the seminal works of the legends in the field, which are supplemented by interviews of these legends as well as by the opinions of other scholars about their work. The series comprises various sets, each focusing on the multiple ways in which a legend has contributed to the field. This set, consisting of five volumes, is a tribute to C. When Park. Professor Park is a Robert e. Brooker Professor of marketing at the University of southern California. Prior to joining the usc Marshall school of business, Los...

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