The Keys to Consumer Behavior
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Psychological foundations of marketing Allan J Kimmel
Kimmel 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. Les mer. Om boka This is the only textbook to provide an applied, critical introduction to the role of psychology in marketing, branding and consumer behavior.
Psychological foundations of marketing / Allan J. Kimmel.
Table of contents Preface. Introduction to Psychology and Marketing 2. Motivation 3. Perception 4. Learning 5. Decision Making 6. Attitudes 7.
Psychological Foundations of Marketing
Personality and the Self-Concept 8. Social Influence show more. Review quote "The book provides excellent coverage of the consumer decision process: problem recognition, information search, evaluation of alternatives, the decision, and postdecision evaluation. Noteworthy is the discussion of the impact of the Internet and social media on how consumers interact with each other and with marketers. This excellent, extensively documented work portrays how and why successful marketing programs begin and end with consumers, and how marketers can deliver customer value and satisfaction.
Summing Up: Highly recommended. All levels of students, researchers, practitioners, and general readers.
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Kimmel offers both scholars and laymen a highly readable overview of the psychological underpinnings of marketing theory and practice. His synopsis looks backward to the fundamentals of consumer psychology, and forward to emerging areas such as neuromarketing and virtual identity. It's a great "one-stop shopping" solution for readers who want to appreciate the fascinating synergies between psychology and consumption.
Solomon, Ph. Professor of Marketing, Saint Joseph's University, Philadelphia "This book provides a solid foundation in the concepts, principles, and processes that determine the whys and hows of consumer behavior at its core. Kimmel grounds us in classic and state-of-the-art psychological research that can inform and advance marketing academics and practice.
If you understand that marketing success rests on a deep understanding of the customer, read this book. His research and writing interests focus on consumer behavior, marketing and research ethics, deception, commercial rumors, connected marketing and word of mouth. Rating details.
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