This comprehensive guide to both the theory and application of psychology to marketing comes from the author team that produced the acclaimed Customer Relationship Management. It will be of immeasurable help to marketing executives and higher level students of marketing needing an advanced understanding of the applied science of psychology and how it bears on consumers; on influencing; and on the effective marketing of organizations themselves, as well as of products and services. Drawing on consumer, management, industrial, organizational, and market psychology, The Psychology of Marketing's in-depth treatment of theory embraces: ¢ Cognition theories. ¢ Personality, perception and memory. ¢ Motivation and emotion. ¢ Power, control, and exchange. Complemented by case studies from across the globe, The Psychology of Marketing provides a trans-national perspective on how the theory revealed here is applied in practice. Marketers and those aspiring to be marketers will find this book an invaluable help in their role as 'lay psychologists'.
Table of Contents
Contents: Preface; Market psychology in the context of systematics; Part 1 Cognition Theories: Theories of perception and social judgement formation as starting points; The theory of social comparisons; The theory of cognitive dissonance; The theory of psychological reactance; Attribution theories; Cognitive response; Theories of information processing; Judgment heuristics. Part 2 On the Development of Personality Via Perception and on Through to Memory: Developmental psychology; Personality theories; The psychology of perception; Learning theory. Part 3 Motivation and Emotion: Motivation; Emotions. Part 4 Power, Control and Exchange: Power; Theories of control - customers' desire for control; Exchange theories - equity as a prerequisite of enduring customer relationships. Part 5 The LayPerson as Psychologist, and the Search for Insight: Lay epistemology; Biological Psychology - Scientific Bases of Economical Behaviour. Part 6 Case Studies in Market Psychology: The global housing boom: local dimensions, G. Jason Goddard; Gadgetry and the elusive search for self, G. Jason Goddard; Niche markets for organic agricultural products: Pars and the EU, Masood Kavoossi; Marketing microfinance in Ghana, G. Jason Goddard; Bon Appetit Café and Deli, G. Jason Goddard; Lappset: how to market an innovative product in a highly competitive area, Wencke Gwozdz, Kai Hockerts and Lucia A. Reisch; O'Fortuna, Ronald K. Palmgren; Index.
Gerhard Raab is Professor of International Marketing and Management and Director of the Transatlantik-Institut at the Ludwigshafen University of Applied Sciences, Germany. G. Jason Goddard is the Vice President of Wachovia Corporation, Winston-Salem, N. Carolina, USA. Riad Ajami is Professor of International Management and Global Strategy at the Raj Soin College of Business, Wright State University, Dayton, Ohio, USA. Alexander Unger is a research assistant at the Transatlantik-Institut, Ludwigshafen University of Applied Sciences, Germany.
'The Psychology of Marketing is a must read for advanced students of marketing as well as marketing professionals. Adopting the notion that 'there is nothing as valuable as good theory' the book provides a very comprehensive incisive overview of theories of psychology and their relevance to marketing and personnel management. Its currency is well illustrated by its treatment of recent developments in biological psychology and their applicability to marketing.' - Ram Baliga, John B. McKinnon Professor of Management, Wake Forest University, USA.