Psychology of marketing and advertising
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Klaus Mozer's book thoroughly analyzes and summarizes the psychological components of marketing tools: pricing, sales promotion, personal selling, public relations, market segmentation, and others. The author constantly refers to experimental data, compares different perspectives on the identified consumer behavior characteristics, and clarifies concepts. Special attention is paid to examining psychological phenomena in advertising, based on a holistic approach to studying the psychology of market mechanisms and understanding advertising as a key tool for influencing consumers. Analyzing consumer behavior in this context, K. Mozer uses various methods to assess the impact of advertising and refine its effectiveness. The book is easy to read due to the abundance of illustrations, specific empirical data, substantive examples that are interesting even to inexperienced readers. This book deserves the attention of university professors and students studying psychology, journalism, economics, sociology, graphic design, PR, etc. It will undoubtedly be useful for entrepreneurs, marketing and advertising service managers, market research specialists, and advertising management professionals.
Author:
Author:Klaus Moser
Cover:
Cover:soft
Category:
- Category:Politics & Social Science
- Category:Historical Literature
Publication language:
Publication Language:Russian
Paper:
Paper:offset
Dimensions:
Dimensions:21.5x14.5x1.7 cm
ISBN:
ISBN:978-517-7022-03-8
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