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Marketing Psychology

Marketing Psychology

G. Foxall

134,26 €
IVA incluido
Disponible
Editorial:
Springer Nature B.V.
Año de edición:
1997
Materia
Psicología
ISBN:
9781349398140
134,26 €
IVA incluido
Disponible

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Sobre IBD

Marketing Psychology portrays the behaviour of consumers as influenced by its environmental consequences and extends this analysis to marketing management by proposing a novel understanding of the marketing firm. The book undertakes a behaviour analysis of consumer choice, based on a critical extension of radical behaviourism to the interpretation of human economic behaviour. This suggests that consumer behaviour is explained by locating it among the environmental contingencies that shape and maintain it. The result is a view of consumer choice and marketing response which transcends current understanding with profound managerial and policy implications.

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