Alexander Unger, G. Jason Goddard, Gerhard Raab
The Psychology of Marketing
Cross-Cultural Perspectives
Alexander Unger, G. Jason Goddard, Gerhard Raab
The Psychology of Marketing
Cross-Cultural Perspectives
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Marketers and those aspiring to be marketers will find this book an invaluable help in their role as 'lay psychologists'. Drawing on consumer, management, industrial, organizational, and market psychology to provide an in-depth treatment that embraces: ¢ Cognition theories ¢ Personality, perception and memory ¢ Motivation and emotion ¢ Power, contr
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Marketers and those aspiring to be marketers will find this book an invaluable help in their role as 'lay psychologists'. Drawing on consumer, management, industrial, organizational, and market psychology to provide an in-depth treatment that embraces: ¢ Cognition theories ¢ Personality, perception and memory ¢ Motivation and emotion ¢ Power, contr
Produktdetails
- Produktdetails
- Verlag: Taylor & Francis Ltd
- Seitenzahl: 412
- Erscheinungstermin: 24. Juni 2024
- Englisch
- Abmessung: 246mm x 174mm
- Gewicht: 762g
- ISBN-13: 9781032838243
- ISBN-10: 1032838248
- Artikelnr.: 70438390
- Verlag: Taylor & Francis Ltd
- Seitenzahl: 412
- Erscheinungstermin: 24. Juni 2024
- Englisch
- Abmessung: 246mm x 174mm
- Gewicht: 762g
- ISBN-13: 9781032838243
- ISBN-10: 1032838248
- Artikelnr.: 70438390
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.
Contents: Preface
Market psychology in the context of systematics
Part 1 Cognition Theories: Theories of perception and social judgement formation as starting points
The theory of social comparisons
The theory of cognitive dissonance
The theory of psychological reactance
Attribution theories
Cognitive response
Theories of information processing
Judgment heuristics. Part 2 On the Development of Personality Via Perception and on Through to Memory: Developmental psychology
Personality theories
The psychology of perception
Learning theory. Part 3 Motivation and Emotion: Motivation
Emotions. Part 4 Power, Control and Exchange: Power
Theories of control - customers' desire for control
Exchange theories - equity as a prerequisite of enduring customer relationships. Part 5 The LayPerson as Psychologist, and the Search for Insight: Lay epistemology
Biological Psychology - Scientific Bases of Economical Behaviour. Part 6 Case Studies in Market Psychology: The global housing boom: local dimensions, G. Jason Goddard
Gadgetry and the elusive search for self, G. Jason Goddard
Niche markets for organic agricultural products: Pars and the EU, Masood Kavoossi
Marketing microfinance in Ghana, G. Jason Goddard
Bon Appetit Café and Deli, G. Jason Goddard
Lappset: how to market an innovative product in a highly competitive area, Wencke Gwozdz, Kai Hockerts and Lucia A. Reisch
O'Fortuna, Ronald K. Palmgren
Index.
Market psychology in the context of systematics
Part 1 Cognition Theories: Theories of perception and social judgement formation as starting points
The theory of social comparisons
The theory of cognitive dissonance
The theory of psychological reactance
Attribution theories
Cognitive response
Theories of information processing
Judgment heuristics. Part 2 On the Development of Personality Via Perception and on Through to Memory: Developmental psychology
Personality theories
The psychology of perception
Learning theory. Part 3 Motivation and Emotion: Motivation
Emotions. Part 4 Power, Control and Exchange: Power
Theories of control - customers' desire for control
Exchange theories - equity as a prerequisite of enduring customer relationships. Part 5 The LayPerson as Psychologist, and the Search for Insight: Lay epistemology
Biological Psychology - Scientific Bases of Economical Behaviour. Part 6 Case Studies in Market Psychology: The global housing boom: local dimensions, G. Jason Goddard
Gadgetry and the elusive search for self, G. Jason Goddard
Niche markets for organic agricultural products: Pars and the EU, Masood Kavoossi
Marketing microfinance in Ghana, G. Jason Goddard
Bon Appetit Café and Deli, G. Jason Goddard
Lappset: how to market an innovative product in a highly competitive area, Wencke Gwozdz, Kai Hockerts and Lucia A. Reisch
O'Fortuna, Ronald K. Palmgren
Index.
Contents: Preface
Market psychology in the context of systematics
Part 1 Cognition Theories: Theories of perception and social judgement formation as starting points
The theory of social comparisons
The theory of cognitive dissonance
The theory of psychological reactance
Attribution theories
Cognitive response
Theories of information processing
Judgment heuristics. Part 2 On the Development of Personality Via Perception and on Through to Memory: Developmental psychology
Personality theories
The psychology of perception
Learning theory. Part 3 Motivation and Emotion: Motivation
Emotions. Part 4 Power, Control and Exchange: Power
Theories of control - customers' desire for control
Exchange theories - equity as a prerequisite of enduring customer relationships. Part 5 The LayPerson as Psychologist, and the Search for Insight: Lay epistemology
Biological Psychology - Scientific Bases of Economical Behaviour. Part 6 Case Studies in Market Psychology: The global housing boom: local dimensions, G. Jason Goddard
Gadgetry and the elusive search for self, G. Jason Goddard
Niche markets for organic agricultural products: Pars and the EU, Masood Kavoossi
Marketing microfinance in Ghana, G. Jason Goddard
Bon Appetit Café and Deli, G. Jason Goddard
Lappset: how to market an innovative product in a highly competitive area, Wencke Gwozdz, Kai Hockerts and Lucia A. Reisch
O'Fortuna, Ronald K. Palmgren
Index.
Market psychology in the context of systematics
Part 1 Cognition Theories: Theories of perception and social judgement formation as starting points
The theory of social comparisons
The theory of cognitive dissonance
The theory of psychological reactance
Attribution theories
Cognitive response
Theories of information processing
Judgment heuristics. Part 2 On the Development of Personality Via Perception and on Through to Memory: Developmental psychology
Personality theories
The psychology of perception
Learning theory. Part 3 Motivation and Emotion: Motivation
Emotions. Part 4 Power, Control and Exchange: Power
Theories of control - customers' desire for control
Exchange theories - equity as a prerequisite of enduring customer relationships. Part 5 The LayPerson as Psychologist, and the Search for Insight: Lay epistemology
Biological Psychology - Scientific Bases of Economical Behaviour. Part 6 Case Studies in Market Psychology: The global housing boom: local dimensions, G. Jason Goddard
Gadgetry and the elusive search for self, G. Jason Goddard
Niche markets for organic agricultural products: Pars and the EU, Masood Kavoossi
Marketing microfinance in Ghana, G. Jason Goddard
Bon Appetit Café and Deli, G. Jason Goddard
Lappset: how to market an innovative product in a highly competitive area, Wencke Gwozdz, Kai Hockerts and Lucia A. Reisch
O'Fortuna, Ronald K. Palmgren
Index.