Marketing and Psychology by Tom Bowden-Green, Luan Wise - 9781032891163

Marketing and PsychologyUnderstanding Customer Behaviour with the ABC Approach\nAuthor(s): Tom Bowden-Green, Luan Wise\nFormat: Hardback\nPublisher: Taylor & Francis Ltd, United Kingdom\nImprint: Routledge\nISBN-13: 9781032891163, 978-1032891163\nSynopsis\nThis lively and engaging book helps marketers create more effective strategies and campaigns. It explores why customers behave the way they do, drawing on hundreds of psychological theories and showing how these can be applied to marketing practice.\n\nThe book presents a broad framework, grouping psychology theories together into a simple to follow ABC approach: Understanding your audience, communicating brand perception and helping customers to make the right choice posing key questions to consider. Understanding the basics of psychology gives invaluable insight into customer behaviour, whether in B2C, B2B, or non-profit contexts. Written by authors with expertise in both marketing psychology and marketing practice, the book.