Marketing and Psychology: Understanding Customer Behaviour with the ABC Approach - Paperback

by Tom Bowden-Green (Author), Luan Wise (Author)

This book explores how consumers behave by summarising relevant psychological theories and showing how these can be applied to marketing activities in practice. Exploring why we make purchases and how effective digital marketing can be, the book examines the psychological processes of decision-making relating to consumer behaviour.

Author Biography

Tom Bowden-Green spent 11 years in PR agency roles before moving to academia in 2013. He completed a PhD at the University of Bath and is now a Senior Lecturer teaching marketing and psychology at Bristol Business School, UWE Bristol, UK.

Luan Wise is a seasoned industry practitioner with 25 years of agency, client-side and consultancy experience. She is a chartered marketer, fellow of the Chartered Institute of Marketing (FCIM) and is currently pursuing a PhD by Portfolio at the University of Lancashire, UK.