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Opis

"The Psychology of Marketing" is a comprehensive guide to both the theory and application of psychology to marketing. This book 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, this book's in-depth treatment of theory embraces: cognition theories; personality, perception and memory; motivation and emotion; and, power, control, and exchange. The depth of theory presented here is complemented by case studies from across the globe, providing 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'.

Szczegóły książki

Kategoria Książki po angielsku Economics, finance, business & management Business & management Management & management techniques

• Pełny tytuł: Psychology of Marketing
• Autor: Alexander Unger, Riad A. Ajami, Jason Goddard, Gerhard Raab
• Język: Angielski
• Oprawa: Twarda
• Liczba stron: 414
• EAN: 9780566089039
• ISBN: 0566089033
• ID: 04621964
• Wydawca: Taylor & Francis Ltd
• Waga: 1028 g
• Wymiary: 250 × 181 × 32 mm
• Data wydania: 28. October 2010

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