Consumer Behaviour Buying, Having, and Being, Seventh Canadian Edition 7th by Michael Solomon (Author), Katherine White (Author), Darren W. Dahl (Author)
Consumer Behaviour: Buying, Having, and Being, Seventh Canadian Edition emphasizes the importance of understanding consumers in formulating marketing strategy. Many (if not most) of the fundamental concepts in marketing are based on the practitioner’s ability to know people. After all, if we don’t understand why people behave as they do, how can we identify their needs? If we can’t identify their needs, how can we satisfy those needs? To illustrate the potential of consumer research to inform marketing strategy, the text contains numerous examples of specific applications of consumer behaviour concepts by marketing practitioners, as well as examples of windows of opportunity where such concepts might be used.
About the Author
Michael R. Solomon,Ph.D., is Professor of Marketing in the Haub School of Business at Saint Joseph’s University in Philadelphia. Before joining the Saint Joseph’s faculty in the fall of 2006, he was the Human Sciences Professor of Consumer Behavior at Auburn University. Before moving to Auburn in 1995, he was chair of the Department of Marketing in the School of Business at Rutgers University, New Brunswick, New Jersey. Professor Solomon began his academic career in the Graduate School of Business Administration at New York University (NYU), where he also served as Associate Director of NYU’s Institute of Retail Management. He earned his B.A. degrees in psychology and sociology magna cum laude at Brandeis University and a Ph.D. in social psychology at the University of North Carolina at Chapel Hill. In 1996 he was awarded the Fulbright/FLAD Chair in Market Globalization by the U.S. Fulbright Commission and the Government of Portugal, and he served as Distinguished Lecturer in Marketing at the Technical University of Lisbon. He held an appointment as Professor of Consumer Behaviour at the University of Manchester (United Kingdom) from 2007 to 2013.
Katherine (Kate) White is professor of marketing and behavioural science at the Sauder School of Business, University of British Columbia. She holds a Professorship in Consumer Insights, Prosocial Consumption, and Sustainability. Kate is trained as a social psychologist and she completed her Ph.D. at the University of British Columbia, her M.A. at the University of Waterloo, and her B.A. at Simon Fraser University. Kate teaches courses in consumer behaviour, consumer insights, marketing strategy, and sustainability marketing at the undergraduate, graduate, and executive levels. She has also consulted on various marketing and behaviour change projects with clients such as the City of Calgary, My Sustainable Canada, DDB Canada, and Big Rock Brewery.
Darren Dahl is the senior associate dean of Faculty, director of the Robert H. Lee Graduate School, and BC Innovation Council Professor at the University of British Columbia. Darren completed his Ph.D. at the University of British Columbia and his B.Comm. at the University of Alberta. Darren teaches courses in consumer behaviour, marketing research, and strategic marketing analysis at the undergraduate, MBA, and executive education levels. He has won awards for both his research (e.g., Marketing Science Institute Young Scholar) and his teaching (e.g., 3M Award for Excellence in Teaching) efforts. Before coming to UBC he held a faculty appointment at the University of Manitoba for four years and has been a visiting professor at Stanford, Columbia University, Hong Kong University of Science and Technology, and Thammasat University in Thailand.