Book Details
Format
Paperback / Softback
ISBN-10
1349398144
ISBN-13
9781349398140
Edition
1st ed. 1997
Publisher
Palgrave Macmillan
Imprint
Palgrave Macmillan
Country of Manufacture
GB
Country of Publication
GB
Publication Date
Sep 15th, 1997
Print length
203 Pages
Weight
290 grams
Dimensions
13.90 x 21.50 x 1.60 cms
Product Classification:
Crime & criminologyCrime and criminologyPsychologySales & marketingSales and marketing
Ksh 16,200.00
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Marketing Psychology portrays the behaviour of consumers as influenced by its environmental consequences and extends this analysis to marketing management by proposing a novel understanding of the marketing firm.
Marketing Psychology portrays the behaviour of consumers as influenced by its environmental consequences and extends this analysis to marketing management by proposing a novel understanding of the marketing firm. The book undertakes a behaviour analysis of consumer choice, based on a critical extension of radical behaviourism to the interpretation of human economic behaviour. This suggests that consumer behaviour is explained by locating it among the environmental contingencies that shape and maintain it. The result is a view of consumer choice and marketing response which transcends current understanding with profound managerial and policy implications.
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