Kimmel, Allan J.
Psychological foundations of marketing : the keys to consumer behavior / Allan Kimmel - 2nd ed. - New York : Routledge, 2018. - xviii, 465 p. : ill. ; 26 cm.
Revised edition of the author's Psychological foundations of marketing, 2013.
Psychology and marketing: a dynamic relationship -- Motivation -- Perception -- Learning -- Decision making -- Consumer attitudes -- Personality and the self-concept -- Social influence -- References -- Index.
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 this relates to the evolving marketing landscape. Decision making: How and under what circumstances is it 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
9781138219151 9781138219144 1138219150
2017054312
Marketing--Psychological aspects
658.80019 KI PS
Psychological foundations of marketing : the keys to consumer behavior / Allan Kimmel - 2nd ed. - New York : Routledge, 2018. - xviii, 465 p. : ill. ; 26 cm.
Revised edition of the author's Psychological foundations of marketing, 2013.
Psychology and marketing: a dynamic relationship -- Motivation -- Perception -- Learning -- Decision making -- Consumer attitudes -- Personality and the self-concept -- Social influence -- References -- Index.
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 this relates to the evolving marketing landscape. Decision making: How and under what circumstances is it 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
9781138219151 9781138219144 1138219150
2017054312
Marketing--Psychological aspects
658.80019 KI PS