Psychological foundations of marketing
By: Allan J. Kimmel
Publisher: Routledge
Published: 2012
Place of publication: New York, NY
Language: eng
Number of pages: 304
ISBN-13: 9780415620000; 9780415620017
Subjects: Marketing; Psychological aspects
Description: Psychological Foundations of Marketing considers the impact of psychology on marketing practice and research, and highlights the applied aspects of psychological research in the marketplace. This book presents an introduction to both areas, and provides a survey of the various contributions that psychology has made to the field of marketing. Each chapter considers a key topic within psychology, outlines the main theories, and presents various practical applications of the research.
Table of contents: title: Preface; title: Psychology and marketing : a dynamic relationship; title: Motivation; title: Perception; title: Learning; title: Decision making; title: Attitudes; title: Personality and the self-concept; title: Social influence.