ABSTRACT
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'.
TABLE OF CONTENTS
part I|112 pages
Cognition Theories
part II|70 pages
On the Development of Personality via Perception and on Through to Memory
part III|42 pages
Motivation and Emotion
part IV|58 pages
Power, Control, and Exchange
part V|38 pages
The Layperson as Psychologist, and the Search for Insight
part VI|54 pages
Case Studies in Market Psychology