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The Psychology of Marketing
Ashgate Publishing, Oct 2010, Pages: 414
The Psychology of Marketing is a comprehensive guide to both the theory and application of psychology to marketing. This book 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, this book's in-depth treatment of theory embraces:
- Cognition theories
- Personality, perception and memory
- Motivation and emotion
- Power, control, and exchange
The depth of theory presented here is complemented by case studies from across the globe, providing 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'.
'The Psychology of Marketing is a must read for advanced students of marketing as well as marketing professionals. Adopting the notion that 'there is nothing as valuable as good theory' the book provides a very comprehensive incisive overview of theories of psychology and their relevance to marketing and personnel management. Its currency is well illustrated by its treatment of recent developments in biological psychology and their applicability to marketing.'
– Ram Baliga, John B. McKinnon Professor of Management, Schools of Business, Wake Forest University, North Carolina, USA.
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