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Paperback Behavioural Aspects of Marketing: Published in association with the Chartered Institute of Marketing Book

ISBN: 0750606088

ISBN13: 9780750606080

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

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...

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