Allan Kimmel

Psychological Foundations of Marketing by Allan Kimmel is the only textbook to provide an applied, critical introduction to the role of psychology in marketing, branding, and consumer behaviour. Ideally suited for both students and professionals, this new edition is a complete primer on how psychology informs and explains marketing strategies, and how consumers respond to them. The book provides comprehensive...

Psychological Foundations of Marketing is the only textbook to provide an applied, critical introduction to the role of psychology in marketing, branding, and consumer behaviour. Ideally suited for both students and professionals, the new edition is a complete primer on how psychology informs and explains marketing strategies, and how consumers respond to them. The book provides comprehensive coverage of: Motivation:...