Marketing in Context: Setting the Scene

Hackley, Chris

The best marketing doesn't just focus on the individual psychology of the consumer, it operates at a cultural level. It frames choices so that the consumer isn't aware their buying decisions are being influenced. Hackley shows how marketing must set the scene and identify the broader cultural context to successfully influence consumers.

Details

Published by: Palgrave Macmillan

Publication Date: 2013-11-08

Format: Hardcover

ISBN-13: 9781137297105

DOI: 10.1057/9781137297112

Dimensions: 216cm x140cm

Pages: 230