Marketing in Context (BOK)

Chris Hackley

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Large-scale marketing is not about persuading people to make buying decisions; it is about framing choices to make their buying decisions redundant. The best marketing doesn't just focus on the individual psychology of the consumer in isolation, but operates at a cultural level, taking into account their wider background, environment and lifestyle. Analysing the customers' choices and behaviours in this context means that they aren't even aware their buying decisions are being influenced. In this rigorous and practical book Chris Hackley presents the latest research and provides need-to-know content for marketing professionals.

Produktfakta

Språk Engelsk Engelsk Innbinding Innbundet
Utgitt 2013 Forfatter Chris Hackley
Forlag
Nature Pub Group/Palgrave Macm
ISBN 9781137297105
Antall sider 236 Dimensjoner 14,4cm x 22,3cm x 2,2cm
Vekt 440 gram Leverandør Bertram Trading Ltd