Modern Marketing Psychology

Author: Chen Si
Publisher:
Publish Date: 2001-08-01
Features: This book comprehensively applies theories and methods from related disciplines such as psychology, social psychology, and marketing to elaborate on the fundamental theories and marketing psychological strategies of modern marketing psychology. The book consists of twelve chapters. Chapters 1 to 6 elucidate the main theories of marketing psychology, systematically analyzing the psychological processes of consumers and their personality psychology, the psychological processes of consumer purchase decisions, the influence of social and fashion trends on consumer psychology, and the behavioral characteristics of consumer groups. Chapters 7 to 11 systematically introduce consumer psychological research and application in the formulation of various marketing strategies. Chapter 12 focuses on the analysis of marketing communication and the psychological qualities required of marketing personnel. This book essentially reflects the main research content of modern marketing psychology in the 21st century and is characterized by both knowledge and practicality. It is suitable as a textbook for economic and business management majors in colleges and universities, as well as a training manual for professional cadres. It provides practical guidance for marketing personnel in business enterprises and is also of significant reference value for self-learners.