Behavioural Aspects of Marketing

Download or read book Behavioural Aspects of Marketing written by Keith C Williams and published by Butterworth-Heinemann. This book was released on 1981-01-01 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: Behavioural science is increasingly becoming recognized as a necessary part of a marketer's skills. Keith Williams provides a review of the main areas of behavioural research, and examines in depth their specific relevance to marketing. Cognitive influences on the individual - perception, learning, and motivation - are discussed first, followed by the social factors - the nature of society, attitudes, communication, and personality. The relationship between cognitive and social influences as it affects marketing is pinpointed in a chapter on modelling consumer behaviour and the decision-making process. The book features sections on behavioural aspects of the organization and the individual within the organization; and the author demonstrates that these considerations along with consumer-orientated studies can play a decisive role in marketing. Each chapter includes diagrams and reading lists. Written specifically for the Chartered Institute of Marketing and CAM Certificate courses.