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Psychological Foundations of Marketing.pdf

Psychological Foundations of Marketing true
By:Allan J Kimmel
Published on 2018-01-12 by Routledge


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 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.

This Book was ranked at 15 by Google Books for keyword Consumer Behavior.

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Book which was published by Routledge since 2018-01-12 have ISBNs, ISBN 13 Code is 9781315436074 and ISBN 10 Code is 1315436078

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Book which have "466 Pages" is Printed at BOOK under CategoryBusiness and Economics

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