Description
Product ID: | 9781138219151 |
Product Form: | Paperback / softback |
Country of Manufacture: | GB |
Title: | Psychological Foundations of Marketing |
Subtitle: | The Keys to Consumer Behavior |
Authors: | Author: Allan J Kimmel, Allan Kimmel |
Page Count: | 484 |
Subjects: | Social, group or collective psychology, Social, group or collective psychology, Occupational and industrial psychology, Market research, Occupational & industrial psychology, Market research |
Description: | Select Guide Rating This is the only textbook to provide an applied, critical introduction to the role of psychology in marketing, branding and consumer behavior. Addressing issues of motivation, perception and decision-making, the book features case studies throughout to highlight how psychological research can be applied in the marketplace. Updated to include analysis of the effects of digital media and technology, as well as the role of personality and social context, the book is ideal for both students and professionals, building to provide a complete primer on how psychology informs and explains marketing strategies, and how consumers respond to them. This is the only textbook to provide an applied, critical introduction to the role of psychology in marketing, branding and consumer behavior. Ideally suited for both students and professionals, the new edition is a complete primer on how psychology informs and explains marketing strategies, and how consumers respond to them. The book provides comprehensive coverage of:
Now featuring case studies throughout to highlight how psychological research can be applied in the marketplace, and insightful analysis of the role of digital media and new technologies, this award-winning textbook is required reading for anyone interested in this fascinating and evolving subject. |
Imprint Name: | Routledge |
Publisher Name: | Taylor & Francis Ltd |
Country of Publication: | GB |
Publishing Date: | 2018-01-12 |