Behavioural Aspects of Marketing: Published in Association with the Chartered Institute of Marketing

by Keith C. Williams

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...

• Format: Paperback
• Language: English
• ISBN: 0750606088
• ISBN13: 9780750606080
• Release Date: January 1981
• Publisher: Butterworth-Heinemann
• Length: 256 Pages