Behavioural Aspects of Marketing

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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. Cognitive influences 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 it affects marketing is ...

Behavioural Aspects of Marketing 1981, Heinemann Educational Books

ISBN-13: 9780434923007

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Behavioural Aspects of Marketing 1981, Butterworth-Heinemann Ltd, Oxford

ISBN-13: 9780750606080

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