Marketing and psychology: understanding customer behaviour with the abc approach
Auteur :
Bowden-Green, Tom / Wise, Luan
Éditeur :
Taylor & Francis Ltd
ISBN :
9781032891163
Date de publication :
10 déc. 2025
Dimensions :
23,4 x 15,6 cm
Langue :
Anglais
Pays d'origine :
Grande Bretagne
This book explores how consumers behave by summarising relevant psychological theories and showing how these can be applied to marketing activities in practice. Exploring why we make purchases and how effective digital marketing can be, the book examines the psychological processes of decision-making relating to consumer behaviour.