Psychological Foundations of Marketing: The Keys to Consumer Behavior

ISBN-13: 9781138219144 / Angielski / Twarda / 2018 / 466 str.

Allan J. Kimmel

Opis

Revised edition of the author's Psychological foundations of marketing, 2013.

Spis treści

Preface. 1. Introduction to Psychology and Marketing 2. Motivation 3. Perception 4. Learning 5. Decision Making 6. Attitudes 7. Personality and the Self-Concept 8. Social Influence

O autorze

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.