THE PSYCHOLOGY OF MARKETING: CROSS-CULTURAL PERSPECTIVES

Book ID/图书代码： 05230010B39614

English Summary/英文概要： "The Psychology of Marketing" is a comprehensive guide to both the theory and application of psychology to marketing. This book comes from the author team that produced the acclaimed Customer Relationship Management. It will be of immeasurable help to marketing executives and higher level students of marketing needing an advanced understanding of the applied science of psychology and how it bears on consumers; on influencing; and on the effective marketing of organizations themselves, as well as of products and services. Drawing on consumer, management, industrial, organizational, and market psychology, this book’s in-depth treatment of theory embraces: cognition theories; personality, perception and memory; motivation and emotion; and, power, control, and exchange. The depth of theory presented here is complemented by case studies from across the globe, providing a trans-national perspective on how the theory revealed here is applied in practice. Marketers and those aspiring to be marketers will find this book an invaluable help in their role as ’lay psychologists’.

Chinese Summary/中文概要： 该书是一本从理论和实践两个方面对市场心理学进行全面性指导的书籍。作者及其研究小组曾出版了著名的《客户关系管理》一书。本书将让读者进一步理解心理学，及其对客户关系、组织本身的市场管理、生产和服务的作用。针对客户、管理、生产、组织和市场心理的研究，本书内容涵盖了：认知理论；人格、感知和记忆；动机和情绪；权力控制和交换等。作为对理论的补充，本书还包括来自全球的个案研究，提供了理论应用于实践的跨文化性观点。作为“潜在的心理学家”，正在从事或想要从事市场工作的朋友都可以从本书中收获无可估量的帮助。(兼职翻译-LN)

Awards/获奖情况：’The Psychology of Marketing is a must read for advanced students of marketing as well as marketing professionals. Adopting the notion that ’there is nothing as valuable as good theory’ the book provides a very comprehensive incisive overview of theories of psychology and their relevance to marketing and personnel management. Its currency is well illustrated by its treatment of recent developments in biological psychology and their applicability to marketing.’---Ram Baliga, John B. McKinnon Professor of Management, Schools of Business, Wake Forest University, North Carolina, USA.

About the Author/作者介绍： Gerhard Raab is Professor of International Marketing and Management and Director of the Transatlantik-Institut at the Ludwigshafen University of Applied Sciences, Germany.
G. Jason Goddard is the Vice President of Wachovia Corporation, Winston-Salem, N. Carolina, USA.
Riad Ajami is Professor of International Management and Global Strategy at the Raj Soin College of Business, Wright State University, Dayton, Ohio, USA.
Alexander Unger is a research assistant at the Transatlantik-Institut, Ludwigshafen University of Applied Sciences, Germany.
Gerhard Raab是德国路德维希港应用科技大学国际市场与管理专业的教授和国际工商课程的总监。G. Jason Goddard是美国美联银行的副主席。Riad Ajami是美国莱特州立大学国际管理和全球战略专业的教授Alexander Unger在德国路德维希港应用科技大学跨大西洋学院担任助理研究员工作。

Format:HARDCOVER

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