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Behavioural Aspects of Marketing
by Keith C. Williams · William Heinemann · tapa blanda · 235 pages
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Pages: 235 pagesAuthor: Keith C. WilliamsPublisher: William HeinemannFormat: tapa blandaLanguage: enRelease date: 12/10/1981ISBN: ISBN 9780434923007
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Synopsis of Behavioural Aspects of Marketing
Este libro de Keith C. Williams explora la ciencia del comportamiento y su aplicación en el marketing. Analiza las influencias cognitivas en el individuo, como la percepción, el aprendizaje y la motivación, seguidas de los factores sociales como la naturaleza de la sociedad, las actitudes, la comunicación y la personalidad. También examina la relación entre las influencias cognitivas y sociales en el comportamiento del consumidor y el proceso de toma de decisiones, así como los aspectos conductuales de la organización y el individuo dentro de ella. El libro incluye diagramas y listas de lectura, y está dirigido a estudiantes del Chartered Institute of Marketing y cursos de certificación CAM.
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