Marketing Psychology - (Second Edition)

Author: Yu Wenzhao
Publisher:
Publish Date: 2006-07-01
Features: This book has the following six new features:
1. More comprehensive and systematic content;
2. Organic integration of marketing and psychology;
3. The author consistently emphasizes that we should create a "marketing" with Chinese characteristics within the context of Chinese culture;
4. The book adheres to the principle of keeping pace with the times, making the entire work full of a sense of the era;
5. The author believes that as teachers, researchers, and practitioners in marketing psychology, not only should they study theoretical knowledge in this field but also learn practical methods of market research in the market;
6. Not everyone is suitable for engaging in marketing work. The book retains the chapter "Psychological Qualities of Marketing Personnel and Their Assessment." The book is divided into 12 chapters. Chapter 1, "An Overview of Marketing Psychology," elaborates on the concepts and connotations of "marketing" and "marketing psychology," enabling readers to clearly understand the connection and differences between the two disciplines, as well as their historical development. Chapter 2, "Market Consumer Demand and Consumption Structure," particularly points out that China has entered a well-off society and the Engel coefficient has declined, leading to the conclusion that China's consumption structure has undergone a qualitative change in the 21st century. Finally, it lists marketing strategies tailored to the changes in China's consumption structure in the new era. Chapter 3 is dedicated to "Marketing and Consumer Psychology and Behavior." Chapter 4 introduces "Marketing and Consumer Culture," focusing on the characteristics of Chinese consumers' consumption culture concepts. Chapters 5 and 6 are titled "Market Analysis and Marketing Psychology" and "Market Research," respectively. Chapter 7, "Innovative Theories of Marketing," lists nine innovative marketing concepts, including concepts, theories, strategies, tactics, models, methods, services, channels, and business formats. Chapter 8, "Consumer Buying Behavior and Sales Models in Marketing," analyzes consumer buying behavior and sales models from a theoretical perspective. Chapter 9, "Advertising Psychology and Marketing," introduces advertising as one of the means of sales. Chapter 10, "Supermarket Marketing and Customer Psychology," introduces retail marketing—supermarket marketing and customer psychology. Chapter 11, "Personal Selling in Marketing," systematically introduces personal selling. The final chapter is "Psychological Qualities of Marketing Personnel and Their Assessment." At the beginning of each chapter, the key points of the chapter are highlighted, and at the end of each chapter, basic concepts and discussion questions are provided for review.