Behavioural Aspects of Marketing (Marketing Series: Student) - Softcover

Reseña del editor

Behavioural science is increasingly becoming recognized as a necessary part of a marketer's skills. Keith Williams provides a review of the main areas of behavioural research, and examines in depth their specific relevance to marketing. Cognitive
influences on the individual - perception, learning, and motivation - are discussed first, followed by the social factors - the nature of society, attitudes, communication, and personality. The relationship between cognitive and social influences as it
affects marketing is pinpointed in a chapter on modelling consumer behaviour and the decision-making process. The book features sections on behavioural aspects of the organization and the individual within the organization; and the author demonstrates that these considerations along with consumer-orientated studies can play a decisive role in marketing. Each chapter includes diagrams and reading lists. Written specifically for the Chartered Institute of Marketing and CAM Certificate courses.