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The Psychology of Marketing

Cross-Cultural Perspectives

By: Alexander Unger,Mr G Jason Goddard,Professor Gerhard Raab,Professor Riad A Ajami

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The Psychology of Marketing

Cross-Cultural Perspectives

By: Alexander Unger,Mr G Jason Goddard,Professor Gerhard Raab,Professor Riad A Ajami

This comprehensive guide to both the theory and application of psychology to marketing 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, The Psychology of Marketing's in-depth treatment of theory embraces: • Cognition theories. • Personality, perception and memory. • Motivation and emotion. • Power, control, and exchange. Complemented by case studies from across the globe, The Psychology of Marketing provides 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'.

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Page Count

424

Publisher

Gower Publishing, Ltd.

Published Date

ISBN 10

1409459446

ISBN 13

9781409459446

Customer Relationship Management

A Global Perspective

By: Mr G Jason Goddard,Professor Gerhard Raab,Professor Riad A Ajami,Professor Vidyaranya B Gargeya

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Customer Relationship Management

A Global Perspective

By: Mr G Jason Goddard,Professor Gerhard Raab,Professor Riad A Ajami,Professor Vidyaranya B Gargeya

Customer Relationship Management is the first book to explore the benefits to the firm of a globally integrated approach to the management philosophy of Customer Relationship Management (CRM). The best hope for achieving a sustainable competitive advantage in a global marketplace is by means of better understanding which customers are in the best position to experience long-term, profitable relationships for the globally oriented firm. This book offers both an academic and a practical viewpoint of the importance of CRM in a global framework. It integrates the topics of knowledge management, total quality management, and relationship marketing with the goal of explaining the benefits of CRM for internationally active firms. The authors have included six case studies which allow the reader to undertake the role of CRM consultant in a 'learning by doing' approach. The book should be required reading for all business executives who desire a customer-oriented approach to success, and for all students of business who desire to gain insight into a relationship management approach which will become ever-more important in the years ahead.

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Page Count

224

Publisher

Gower Publishing, Ltd.

Published Date

ISBN 10

1409460177

ISBN 13

9781409460176