Marketing In Context : Setting the scene . / Hackley, Chris.

Hampshire : Palgrave Macmillan, 2013. 208 p.

Research output: Book/ReportBook

Published

Abstract

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.
Original languageEnglish
Place of PublicationHampshire
PublisherPalgrave Macmillan
Number of pages208
ISBN (Print)9781137297105
Publication statusPublished - 13 Nov 2013
This open access research output is licenced under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License.

ID: 17871013