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Psychological foundations of marketing : the keys to consumer behavior / Allan Kimmel

By: Material type: TextTextPublication details: New York : Routledge, 2018.Edition: 2nd edDescription: xviii, 465 p. : ill. ; 26 cmISBN:
  • 9781138219151
  • 9781138219144
  • 1138219150
Subject(s): DDC classification:
  • 658.80019 KI PS
Summary: 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
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Holdings
Item type Current library Call number Status Notes Date due Barcode
REGULAR University of Wollongong in Dubai Main Collection 658.80019 KI PS (Browse shelf(Opens below)) Available Dec2018 T0061135

Revised edition of the author's Psychological foundations of marketing, 2013.

Includes bibliographical references and 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

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