Psychological Foundations of Marketing

Psychological Foundations of Marketing by Allan J Kimmel


ISBN
9781138219151
Published
Binding
Paperback
Pages
466
Dimensions
174 x 246mm

This is the only textbook to provide an applied, critical introduction to the role of psychology in marketing, branding and consumer behavior. Ideally suited for both students and professionals, the new edition is a complete primer on how psychology informs and explains marketing strategies, and how consumers respond to them.

The book provides comprehensive coverage of:

Motivation: the human needs at the root of many consumer behaviors and marketing decisions.


Perception: the nature of perceptual selection, attention, and organization and how they relate to the evolving marketing landscape.


Decision making: how and under what circumstances it is possible to predict consumer choices, attitudes, and persuasion.


Personality and lifestyle: how insight into consumer personality can be used to formulate marketing plans.


Social behavior: the powerful role of social influence on consumption.



Now featuring case studies throughout to highlight how psychological research can be applied in the marketplace, and insightful analysis of the role of digital media and new technologies, this award-winning textbook is required reading for anyone interested in this fascinating and evolving subject.
EOFY 2025 Book Frenzy
74.79
RRP: $87.99
15% off RRP



Instore Price: $87.99
Enter your Postcode or Suburb to view availability and delivery times.

You might also like

Way of the Wolf
32.99
28.04
15% Off
Marketing with Social Media
27.95
23.76
15% Off
Ogilvy On Advertising
32.99
28.04
15% Off
Fanatical Prospecting
47.95
40.76
15% Off

RRP refers to the Recommended Retail Price as set out by the original publisher at time of release.
The RRP set by overseas publishers may vary to those set by local publishers due to exchange rates and shipping costs.
Due to our competitive pricing, we may have not sold all products at their original RRP.