Cover image for The psychology of marketing : cross-cultural perspectives
Title:
The psychology of marketing : cross-cultural perspectives
Publication Information:
Burlington, VT : Gower, 2010
Physical Description:
xviii, 393 p. : ill. ; 25 cm.
ISBN:
9780566089039
General Note:
Includes index
Subject Term:
Marketing -- Psychological aspects

Consumer behavior -- Psychological aspects

Consumer's preferences -- Cross-cultural studies
Added Author:
Raab, Gerhard

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 30000010253689 HF5415 P79 2010 Open Access Book Book
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Summary

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 of organizations themselves, as well as of products and services. Drawing on consumer, management, industrial, organizational, and market psychology, The Psychology of Marketing's in-depth treatment of theory embraces: ¢ Cognition theories. ¢ Personality, perception and memory. ¢ Motivation and emotion. ¢ Power, control, and exchange. Complemented by case studies from across the globe, The Psychology of Marketing provides 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'.


Author Notes

Gerhard Raab is Professor of International Marketing and Management and Director of the Transatlantik-Institut at the Ludwigshafen University of Applied Sciences, Germany. G. Jason Goddard is the Vice President of Wachovia Corporation, Winston-Salem, N. Carolina, USA. Riad Ajami is Professor of International Management and Global Strategy at the Raj Soin College of Business, Wright State University, Dayton, Ohio, USA. Alexander Unger is a research assistant at the Transatlantik-Institut, Ludwigshafen University of Applied Sciences, Germany.


Excerpts

Excerpts

Marketers and those aspiring to be marketers will find this book an invaluable help in their role as 'lay psychologists'. Drawing on consumer, management, industrial, organizational, and market psychology to provide an in-depth treatment that embraces: • Cognition theories • Personality, perception and memory • Motivation and emotion • Power, control, and exchange. Complemented by case studies from across the globe, The Psychology of Marketing provides a trans-national perspective on how the theories of psychology and their relevance to marketing, revealed here, is applied in practice. Excerpted from The Psychology of Marketing: Cross-Cultural Perspectives by G. Jason Goddard, Gerhard Raab, Riad A. Ajami, Alexander Unger All rights reserved by the original copyright owners. Excerpts are provided for display purposes only and may not be reproduced, reprinted or distributed without the written permission of the publisher.