Marketing and Psychology: Understanding Customer Behaviour with the ABC Approach

This lively and engaging book helps marketers create more effective strategies and campaigns. It explores why customers behave the way they do, drawing on hundreds of psychological theories and showing how these can be applied to marketing practice.

The book presents a broad framework, grouping psychology theories together into a simple to follow ‘ABC’ approach: Understanding your audience, communicating brand perception and helping customers to make the right choice – posing key questions t...