Behavioural Aspects of Marketing
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Type
Book
Authors
ISBN 10
0434923001
ISBN 13
9780434923007
Category
Unknown
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Publication Year
1983
Publisher
Pages
235
Subject
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 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. - from Amzon
Number of Copies
1
Library | Accession‎ No | Call No | Copy No | Edition | Location | Availability |
---|---|---|---|---|---|---|
Main | 743 | 658.8 WIL | 1 | Yes |