Psychological Foundations of Marketing : the Keys to Consumer Behavior.

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"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, a...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Kimmel, Allan J.
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Milton : Taylor and Francis, 2018.
Edición:2nd ed.
Temas:
Marketing > Psychological aspects.
Consumer Psychology.
Consumer Behaviour.
International Marketing.
Marketing > Aspect psychologique.
Marketing > Psychological aspects
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Cover; Title Page; Copyright Page; Dedication; Table of Contents; List of figures; List of tables; List of boxes; List of exhibits; Key concepts; Case studies; Permissions and sources; Preface; 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; References; Glossary; Index.

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