Marketing Psychology

Author: Feng Lihua
Publisher:
Publish Date: 2005-08-01
Features: This book comprehensively applies theories and methods from psychology, social psychology, and marketing to elaborate on the fundamental theories and marketing psychological strategies of modern marketing psychology. The book consists of 13 chapters. Chapters 1 to 6 explain the main theories of marketing psychology, systematically analyzing the psychological processes of consumers, individual psychology, the psychological processes of consumer purchase decisions, and the impact of social culture and fashion on consumer psychology. Chapters 7 and 11 introduce the research and application of consumer psychology in the process of formulating marketing strategies. Chapters 12 and 13 discuss the influence of market factors on consumer psychology, the psychology of marketing personnel, and the requirements and analysis of marketing communication. This book emphasizes the connection between theory and practice, incorporating the latest research findings from scholars both at home and abroad in this field. It uses numerous case studies to explain theoretical issues in an accessible manner, highlighting the unity of practicality, readability, and organization. This book serves as a general textbook for economics and management majors and can also be referenced by economics and management professionals and general readers.