Articles liés à Marketing and Psychology

Marketing and Psychology - Couverture souple

Bowden-Green, Tom; Wise, Luan

 
9781032891149: Marketing and Psychology
Couverture souple
ISBN 10 : 1032891149 ISBN 13 : 9781032891149
Editeur : Routledge, 2026

Synopsis

This lively and engaging book helps marketers create more effective strategies and campaigns. It explores why customers behave the way they do, drawing on hundreds of psychological theories and showing how these can be applied to marketing practice.

The book presents a broad framework, grouping psychology theories together into a simple to follow 'ABC' approach: Understanding your audience, communicating brand perception and helping customers to make the right choice - posing key questions to consider. Understanding the basics of psychology gives invaluable insight into customer behaviour, whether in B2C, B2B or non-profit contexts. Written by authors with expertise in both marketing psychology and marketing practice, the book presents the latest research in a way that will be accessible to all, guiding readers through the psychology underpinning marketing to understand human behaviour and explain what we know about how customers think.

Offering effective strategies to develop successful marketing plans, Marketing and Psychology is essential reading for marketing practitioners, from early career to seasoned professionals. It will also be relevant reading for students of marketing, consumer psychology, and advertising.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l'auteur

Tom Bowden-Green spent 11 years in PR agency roles before moving to academia in 2013. He completed a PhD at the University of Bath and is now a Senior Lecturer teaching marketing and psychology at Bristol Business School, UWE Bristol, UK.

Luan Wise is a seasoned industry practitioner with 25 years of agency, client-side and consultancy experience. She is a chartered marketer, fellow of the Chartered Institute of Marketing (FCIM) and is currently pursuing a PhD by Portfolio at the University of Lancashire, UK.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Routledge
Date d'édition
2026
Langue
anglais
ISBN 10 
1032891149
ISBN 13 
9781032891149
Reliure
Broché
Nombre de pages
274
Coordonnées du fabricant
Routledge
https://www.routledge-ny.com/

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