Psychological Foundations of Marketing

The Keys to Consumer Behavior

Business & Finance, Marketing & Sales, Consumer Behaviour, Advertising & Promotion
Cover of the book Psychological Foundations of Marketing by Allan J Kimmel, Taylor and Francis
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Author: Allan J Kimmel ISBN: 9781315436074
Publisher: Taylor and Francis Publication: January 12, 2018
Imprint: Routledge Language: English
Author: Allan J Kimmel
ISBN: 9781315436074
Publisher: Taylor and Francis
Publication: January 12, 2018
Imprint: Routledge
Language: English

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:

  • Motivation: the human needs at the root of many consumer behaviors and marketing decisions.
  • Perception: the nature of perceptual selection, attention, and organization and how they relate to the evolving marketing landscape.
  • Decision making: how and under what circumstances it is possible to predict consumer choices, attitudes, and persuasion.
  • Personality and lifestyle: how insight into consumer personality can be used to formulate marketing plans.
  • Social behavior: the powerful role of social influence on consumption.

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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.

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