Hackley, Christopher E. <br/><br/>
Marketing in context :  setting the scene / 
Chris Hackley 
 - Houndsmills, Basingstoke, Hampshire ;  New York :  Palgrave Macmillan,  c2013. 
 - ix, 224 p. ;  23 cm. 
<br/><br/> 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. 
<br/><br/><label>ISBN: </label>9781137297105 1137297107 (hardback) 
<br/><br/><label>LCCN: </label>2013043914 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Branding (Marketing)<br/>BUSINESS & ECONOMICS / Advertising & Promotion<br/>BUSINESS & ECONOMICS / Consumer Behavior<br/>BUSINESS & ECONOMICS / Marketing / General
<br/><br/><label>LC Class. No.: </label>HF5415.1255  / .H33 2013 
<br/><br/><label>Dewey Class. No.: </label>658.8