Marketing Psychology: Planning Textbook for Higher Vocational and Specialized Marketing Majors

Author: Liu Peihua
Publisher:
Publish Date: 2005-08-01
Features: Marketing psychology is not a comprehensive and applied interdisciplinary subject that emerges from applying psychological theories to the field of marketing. Each chapter includes clear learning objectives, appropriate guiding cases, logically structured content explanations, concise chapter summaries, and review questions to inspire students' thinking, stimulate their interest in learning, and provide assistance in mastering and applying the theories and methods of the subject. The book is divided into 15 chapters, covering the main content such as Introduction, the Process of Consumer Psychological Activities, Consumer Personality Psychology, Consumer Group Psychology, Consumer Purchase Psychology, Social Culture and Consumer Psychology, Market Positioning and Consumer Psychology, New Product Design, Sales, and Consumer Psychology, Product Naming, Trademarks, Packaging, Branding, and Consumer Psychology, Product Advertising and Consumer Psychology, Product Pricing and Consumer Psychology, Shopping Environment and Consumer Psychology, Online Marketing and Consumer Psychology, Marketer Psychology, and Marketer-Consumer Psychological Interaction. This book is one of the planned teaching materials for vocational and technical college marketing majors. It primarily targets students in marketing and management-related fields at vocational and technical colleges and adult higher education institutions. It can also serve as a teaching material or reference for business management personnel and those engaged in marketing work for learning and training purposes.