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Psychological Foundations of Marketing

The Keys to Consumer Behavior

Psychological Foundations of Marketing( )
Author: Kimmel, Allan J.
ISBN:978-1-315-43606-7
Publication Date:Jan 2018
Publisher:Taylor & Francis Group
Imprint:Routledge
Book Format:Digital (delivered electronically)
List Price:USD $58.95
Book Description:

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...
    More Description

Book Details
Pages:466
Detailed Subjects: Business & Economics / Marketing / General



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