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Psychological Foundations of Marketing : The Keys to Consumer Behavior by Allan J. Kimmel (2018, Hardcover)
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About this product
Product Identifiers
PublisherRoutledge
ISBN-101138219142
ISBN-139781138219144
eBay Product ID (ePID)240331851
Product Key Features
Number of Pages484 Pages
LanguageEnglish
Publication NamePsychological Foundations of Marketing : the Keys to Consumer Behavior
SubjectMarketing / General, Advertising & Promotion
Publication Year2018
FeaturesNew Edition
TypeTextbook
AuthorAllan J. Kimmel
Subject AreaBusiness & Economics
FormatHardcover
Dimensions
Item Weight34.5 Oz
Item Length9.8 in
Item Width6.8 in
Additional Product Features
Edition Number2
Intended AudienceCollege Audience
LCCN2017-054312
Dewey Edition23
IllustratedYes
Dewey Decimal658.80019
Edition DescriptionNew Edition
Table Of ContentPreface. 1. Introduction to Psychology and Marketing 2. Motivation 3. Perception 4. Learning 5. Decision Making 6. Attitudes 7. Personality and the Self-Concept 8. Social Influence
SynopsisThis 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 they relate to the evolving marketing landscape. Decision making: how and under what circumstances it is 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.
LC Classification NumberHF5415.1
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