Marketing Psychology

1. Front Matter

   Pages i-xii

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2. Introductory

   1. Front Matter

      Pages 1-1

      PDF

   2. Only Diverge

      • Gordon Foxall

      Pages 3-14

3. The Behaviour of Consumers’ Attitudes

   1. Front Matter

      Pages 15-15

      PDF

   2. Marketing’s Attitude Problem

      • Gordon Foxall

      Pages 17-34

   3. Why Not Try Behaviour?

      • Gordon Foxall

      Pages 35-51

4. Behavioural Science in Marketing

   1. Front Matter

      Pages 53-53

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   2. A Science of Behaviour

      • Gordon Foxall

      Pages 55-76

   3. A Theory of Consumer Situation

      • Gordon Foxall

      Pages 77-111

5. What Marketing Does

   1. Front Matter

      Pages 113-113

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   2. The Marketing Firm

      • Gordon Foxall

      Pages 115-135

   3. Case Studies of Marketing Behaviour

      • Gordon Foxall

      Pages 136-150

   4. Marketing Relationships

      • Gordon Foxall

      Pages 151-167

6. Back Matter

   Pages 168-203

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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.

• marketing
• marketing management
• psychology

'Should you want to sample the most up-to-date work on consumer behaviour, this is the book for you ... highly innovative in its thinking.' - Teaching Business and Economics

GORDON R. FOXALL

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