Welcome today to Luan Wise and Tom Bowden-Green, co-authors of Marketing and Psychology: Understanding Customer Behaviour with the ABC Approach.
Psychology and behavioural science are hot marketing topics right now. Why is the psychology of language so important in marketing? What is the balance between behavioural effects on people, such as making people feel good through the ‘surprise and delight’ department, against the cold hard logic of purchasing and procurement. What’s your view of understanding customer behaviour when the customer is a corporation?
Marketing and Psychology: Understanding Customer Behaviour with the ABC Approach is published by Routledge -- eight chapters packed with bullet points and boxouts to help apply the theory in practice, coming in at 264 pages,available from Amazon and all good bookshops.
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