Behavioural Aspects of Marketing
Description
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. Cognitiveinfluences 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 itaffects marketing is pinpointed in a chapter on modelling consumer behaviour and the decisio...
ISBN(s)
0434923001, 9780434923007
