Psychological foundations of marketing / Allan Kimmel.

Format:

Book

Author/Creator:

Kimmel, Allan J., author.

Language:

English

Subjects (All):

Marketing--Psychological aspects.

Marketing.

Physical Description:

1 online resource (485 pages) : illustrations (some color), tables

Edition:

Second edition.

Place of Publication:

London, [England] ; New York, New York : Routledge, 2018.

Summary:

This is the only textbook to provide an applied, critical introduction to the role of psychology in marketing, branding and consumer behavior. Addressing issues of motivation, perception and decision-making, the book features case studies throughout to highlight how psychological research can be applied in the marketplace. Updated to include analysis of the effects of digital media and technology, as well as the role of personality and social context, the book is ideal for both students and professionals, building to provide a complete primer on how psychology informs and explains marketing strategies, and how consumers respond to them.

Contents:

1 Psychology and marketing: a dynamic relationship; 2 Motivation; 3 Perception; 4 Learning; 5 Decision making; 6 Consumer attitudes; 7 Personality and the self-concept; 8 Social influence.

Notes:

Includes bibliographical references and index.

Description based on print version record.

Description based on publisher supplied metadata and other sources.

ISBN:

1-315-43608-6

OCLC:

1020031742