Marketing Psychology

Name: Marketing Psychology
Author: G. Foxall

The Paradigm in the Wings

Gebonden Engels 1997 9780333662779

Verwachte levertijd ongeveer 9 werkdagen

127,82

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Samenvatting

Marketing Psychology portrays the behaviour of consumers as influenced by its environmental consequences and extends this analysis to marketing management by proposing a novel understanding of the marketing firm. The book undertakes a behaviour analysis of consumer choice, based on a critical extension of radical behaviourism to the interpretation of human economic behaviour. This suggests that consumer behaviour is explained by locating it among the environmental contingencies that shape and maintain it. The result is a view of consumer choice and marketing response which transcends current understanding with profound managerial and policy implications.

Specificaties

ISBN13:9780333662779

Taal:Engels

Bindwijze:gebonden

Uitgever:Palgrave Macmillan UK

Hoofdrubriek:Reclame en verkoop, Reclame en verkoop, Marketing

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Inhoudsopgave

PART 1: INTRODUCTORY - Only Diverge - PART 2: THE BEHAVIOUR OF CONSUMERS' ATTITUDES - Marketing's Attitude Problem - Why Not Try Behaviour? - PART 3: BEHAVIOURAL SCIENCE IN MARKETING - A Science of Behaviour - A Theory of Consumer Situation - PART 4: WHAT MARKETING DOES - The Marketing Firm - Case Studies of Marketing Behaviour - Marketing Relationships - References