Marketing in context : setting the scene /
By: Hackley, Christopher E
Material type:
BookPublisher: Houndsmills, Basingstoke, Hampshire ; New York : Palgrave Macmillan, c2013.Description: ix, 224 p. ; 23 cm.ISBN: 9781137297105; 1137297107 (hardback)Subject(s): Branding (Marketing) | BUSINESS & ECONOMICS / Advertising & Promotion | BUSINESS & ECONOMICS / Consumer Behavior | BUSINESS & ECONOMICS / Marketing / GeneralDDC classification: 658.8
Summary:
Large-scale marketing is not about persuading people to make buying decisions; it is about framing choices to make their buying decisions redundant. The best marketing doesn't just focus on the individual psychology of the consumer in isolation, but operates at a cultural level, taking into account their wider background, environment and lifestyle. Analysing the customers' choices and behaviours in this context means that they aren't even aware their buying decisions are being influenced.In this rigorous and practical book Chris Hackley presents the latest research and provides need-to-know content for marketing professionals.
| Item type | Home library | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|
| REGULAR | University of Wollongong in Dubai Main Collection | 658.8 HA MA (Browse shelf) | Available | T0051371 |
Total holds: 0
, Shelving location: Main Collection Close shelf browser
Large-scale marketing is not about persuading people to make buying decisions; it is about framing choices to make their buying decisions redundant. The best marketing doesn't just focus on the individual psychology of the consumer in isolation, but operates at a cultural level, taking into account their wider background, environment and lifestyle. Analysing the customers' choices and behaviours in this context means that they aren't even aware their buying decisions are being influenced.In this rigorous and practical book Chris Hackley presents the latest research and provides need-to-know content for marketing professionals.