Marketing and Psychology

Understanding Customer Behaviour with the ABC Approach

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.

This 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.

The 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 presents the latest research in a way that will be accessible to all, guiding readers through the psychology underpinning marketing to understand human behaviour and explain what we know about how customers think.

Offering effective strategies to develop successful marketing plans, Marketing and Psychology is essential reading for marketing practitioners, from early career to seasoned professionals. It will also be relevant reading for students of marketing, consumer psychology, and advertising.

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