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The psychology of marketing : cross-cultural perspectives

Author: Gerhard Raab
Publisher: Farnham : Gower, 2010.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
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  Read more...
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Genre/Form: Electronic books
Cross-cultural studies
Additional Physical Format: Print version:
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Gerhard Raab
ISBN: 0566089041 9780566089046 9780566089039 0566089033 1282773828 9781282773820
OCLC Number: 667544915
Description: 1 online resource
Contents: Market psychology in the context of systematics --
Theories of perception and social judgment 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.
Responsibility: Gerhard Raab [and others].

Abstract:

A guide to both the theory and application of psychology to marketing. Drawing on consumer, management, industrial, organizational, and market psychology, it offers an in-depth treatment of theory  Read more...

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'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 Read more...

 
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