A CHOICE Outstanding Academic Title 2013! Are we influenced by ads even when we fast-forward them? Do brands extend our personalities? Why do we spend more when we pay with a credit card? Psychological Foundations of Marketingconsiders the impact of psychology on marketing practice and research, and highlights the applied aspects of psychological research in the marketplace. This book presents an introduction to both areas, and provides a survey of the various contributions that psychology has made to the field of marketing. Each chapter considers a key topic within psychology, outlines the main theories, and presents various practical applications of the research. Topics covered include: Motivation: The human needs at the root of many consumer behaviors and marketing decisions. Perception: The nature of perceptual selection, attention and organization and how these perceptual processes relate to the evolving marketing landscape. Decision making: How and under what circumstances it is possible to predict consumer choices, attitudes and persuasion? Personality and lifestyle: How insight into consumer personality can be used to formulate marketing plans. Social behavior: The powerful role of social influence on consumption. This book will be of great interest to a diverse audience of academics, students and professionals, and will be essential reading for courses in marketing, psychology, consumer behavior and advertising.

Today's brands face an apparent choice between two evils- continue betting on their increasingly ineffective advertising or put blind faith in the supposedly mystical power of social media, where 'likes' stand in for transactions and a mass audience is maddeningly elusive. There has to be a better way . . . As Lennon and McCartney wrote a half century ago, money can't buy you love. But in today's world, where people have become desensi#65533;tized - even disillusioned - by ad campaigns and marketing slogans, that maxim needs an update- Money can't even buy you like. That's because we've entered the 'Relationship Era,' where the only path for businesses seeking long-term success is to create authentic customer relationships. Not through hip social media promo#65533;tions, viral videos or blizzards of micro-targeted online ads. Those tactics, which simply disguise old ways of thinking with new technology, just don't work in the long run. So what does work in this bewildering new era? Where do 'authentic customer relationships' come from? The answers will make some leaders sigh with relief while others rip their hair out- Honesty. Transparency. Shared values. A purpose beyond profit. Sure you still need a high-quality product or service to offer, but that's not enough. Now that people can easily discover everything that's ever been said about your brand, you can't manipu#65533;late, seduce, persuade, flatter or entertain them into loyalty. You have to treat them like flesh-and-blood human beings, not abstract consumers or data points on a spreadsheet. It may sound like the woo-woo language of self-help books and inspirational wall posters. But as Garfield and Levy show in this book, it's the deadly serious reality of business in the 2010s. It's why General Motors abandoned its $10 million annual budget for Facebook ads, and why some brands have hurt themselves badly on social media by nagging, interrupting, abusing and generally ticking off their customers. The good news is that some companies have already embraced the Relationship Era and are enjoying consistent growth and profits while spending substantially less on marketing than their competitors. The authors show what we can learn from case studies such as . . . Patagonia, a clothing company with a passion for environmentalism, which solidified its customer relationships by urging people NOT to buy one of its jackets. Panera Bread, which doubled per-store sales by focusing on ways to create a welcoming environ#65533;ment while spending just 1 percent of sales on advertising. Secret, the women's antiperspirant brand, which gained significant share by focusing on its com#65533;mitment to strong women. Krispy Kreme, which has built a near cult of loyal Facebook and Twitter fans, all but obliterating the need for paid advertising. Blending powerful new research, fascinating exam#65533;ples and practical advice, Garfield and Levy show how any company can thrive in the Relationship Era.

Focuses on building an internal business case for using social media, highlighting its importance, the benefits it can provide, and how to implement a successful strategy and measure its effectiveness. Examines such topics as the types of social media and their followers; how to increase discoverability; and how to define and protect your brand; legal challenges with social media, and more.

This reference looks at 500 major marketing and advertising campaigns of the 20th century from a historical perspective and several related initiatives of earlier years that developed the basis for present day advertising.