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Marketing in context :setting the scene /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Marketing in context :Chris Hackley.
其他題名:	setting the scene /
作者:	Hackley, Christopher E.,
面頁冊數:	1 online resource.
標題:	Consumer behavior.
電子資源:	https://link.springer.com/book/10.1057/9781137297112
ISBN:	1137297115 (electronic bk.)

Marketing in context :setting the scene /
Hackley, Christopher E.,

Marketing in context :setting the scene /Chris Hackley. - 1 online resource.

Setting the Marketing Scene -- Marketing as Communication -- Marketing ideology and mass media -- Ideologies of space -- Marketing Ideology and Social Policy -- Consumer Agency and Brand Culture -- Managing Marketing : in Context.

Large-scale marketing is not about persuading people to make buying decisions; it is about framing choices to make their buying decisions redundant. The best marketing doesn't just focus on the individual psychology of the consumer in isolation, but operates at a cultural level, taking into account their wider background, environment and lifestyle. Analysing the customers' choices and behaviours in this context means that they aren't even aware their buying decisions are being influenced. In this rigorous and practical book Chris Hackley presents the latest research and provides need-to-know content for marketing professionals.

ISBN: 1137297115 (electronic bk.)

Source: 650785Palgrave Macmillanhttp://www.palgraveconnect.comSubjects--Topical Terms:

185170
Consumer behavior.
Index Terms--Genre/Form:

214472
Electronic books.

LC Class. No.: HF5415

Dewey Class. No.: 658.8

Marketing in context :setting the scene /
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520 $a Large-scale marketing is not about persuading people to make buying decisions; it is about framing choices to make their buying decisions redundant. The best marketing doesn't just focus on the individual psychology of the consumer in isolation, but operates at a cultural level, taking into account their wider background, environment and lifestyle. Analysing the customers' choices and behaviours in this context means that they aren't even aware their buying decisions are being influenced. In this rigorous and practical book Chris Hackley presents the latest research and provides need-to-know content for marketing professionals.
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