Psychological Foundations of Marketing - Kimmel, Allan; Kimmel, Allan J
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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. Addressing issues of motivation, perception and decision-making, the book features case studies throughout to highlight how psychological research can be applied in the marketplace. Updated to include analysis of the effects of digital media and technology, as well as the role of personality and social context, the book is ideal for both students and professionals, building to provide a complete primer on how psychology informs and explains marketing strategies, and how consumers respond to them.…mehr

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Produktbeschreibung
This is the only textbook to provide an applied, critical introduction to the role of psychology in marketing, branding and consumer behavior. Addressing issues of motivation, perception and decision-making, the book features case studies throughout to highlight how psychological research can be applied in the marketplace. Updated to include analysis of the effects of digital media and technology, as well as the role of personality and social context, the book is ideal for both students and professionals, building to provide a complete primer on how psychology informs and explains marketing strategies, and how consumers respond to them.
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Autorenporträt
Allan J. Kimmel is a retired Professor of Marketing at ESCP Europe in Paris, France and served as a visiting professor at Université Paris IX-Dauphine (Paris) and ESSEC Business School (Paris), and visiting lecturer at TEC de Monterrey (Mexico), Universidad de San Andrés (Buenos Aires, Argentina), Turku School of Economics (Finland), and the University of Vaasa (Finland). His research and writing interests focus on consumer behavior, marketing and research ethics, deception, commercial rumors, connected marketing, and word of mouth.