Psychology of Marketing
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€46.99
A01=Alexander Unger
A01=G. Jason Goddard
A01=Gerhard Raab
advanced psychological models for marketing
Assimilation Contrast Theory
Attribution Theory
Author_Alexander Unger
Author_G. Jason Goddard
Author_Gerhard Raab
Behavior's Likelihood
Behavior’s Likelihood
Blu Ray Disks
Category=JMA
Category=KJMV7
Category=KJS
cognitive
Cognitive Response Model
Cognitive Response Research
consumer behaviour analysis
Decaffeinated Coffee
developmental psychology in business
dissonance
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
eq_society-politics
equity theory marketing
Federal Reserve
Functional Magnet Resonance Tomography
Fundamental Research
goods
groups
Judgment Heuristics
Marketing Measure
Medulla Oblongata
model
Negative Cognitive Responses
organisational psychology applications
productive
Productive Goods Marketing
Public Health Insurance Companies
qualitative market research methods
Reactance Theory
Rejection Domain
role
Role Model Groups
seeking
sensation
Sensation Seeking
social comparison processes
Sponge Bob Squarepants
Spontaneous EEG
SSS
theory
Ventromedial Prefrontal Cortex
Von Rosenstiel
Product details
- ISBN 9781032838243
- Weight: 700g
- Dimensions: 174 x 246mm
- Publication Date: 24 Jun 2024
- Publisher: Taylor & Francis Ltd
- Publication City/Country: GB
- Product Form: Paperback
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This comprehensive guide to both the theory and application of psychology to marketing comes from the author team that produced the acclaimed Customer Relationship Management. It will be of immeasurable help to marketing executives and higher level students of marketing needing an advanced understanding of the applied science of psychology and how it bears on consumers; on influencing; and on the effective marketing of organizations themselves, as well as of products and services. Drawing on consumer, management, industrial, organizational, and market psychology, The Psychology of Marketing's in-depth treatment of theory embraces: ¢ Cognition theories. ¢ Personality, perception and memory. ¢ Motivation and emotion. ¢ Power, control, and exchange. Complemented by case studies from across the globe, The Psychology of Marketing provides a trans-national perspective on how the theory revealed here is applied in practice. Marketers and those aspiring to be marketers will find this book an invaluable help in their role as 'lay psychologists'.
Gerhard Raab is Professor of International Marketing and Management and Director of the Transatlantik-Institut at the Ludwigshafen University of Applied Sciences, Germany. G. Jason Goddard is the Vice President of Wachovia Corporation, Winston-Salem, N. Carolina, USA. Riad Ajami is Professor of International Management and Global Strategy at the Raj Soin College of Business, Wright State University, Dayton, Ohio, USA. Alexander Unger is a research assistant at the Transatlantik-Institut, Ludwigshafen University of Applied Sciences, Germany.
