Rev. ed. of: Marketing. 2nd ed. c1985.

Includes bibliographical references and index.

This new edition provides clearly-written, comprehensive coverage of the fundamental psychological, sociological and cultural factors affecting the buying decisions made by personal shoppers and also those taken in industry, business and the public sector. The complex patterns of modem consumption require sophisticated understanding; explanations based solely on economic theory are inadequate, and insights from other social sciences are vital. This third edition extends the scope of earlier behavioural texts by the author, and adds several new inputs covering topical issues such as: women and advertising the effects of television viewing on young children; environmental problems; business ethics. The book is in five parts and fifteen chapters which are augmented by sets of references and questions for revision. Part one introduces the role and responsibilities of the marketing function in modem organisations, and indicates the value of acquiring sound knowledge of the many factors that influence buying behaviour. The second part focuses on personal aspects of behaviour, such as cognitions, learning processes, motivation, personality, attitude theory and much morel Part Three extends this discussion to group behaviour, and discusses the impact of culture and social class. Part Four describes the major theories of both individual and organisational buying behaviour. The final part deals with specific applications of the behavioural concepts presented in earlier sections, and demonstrates their relevance in innovation, communications, and market segmentation strategies.

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