| Description |
1 online resource (525 pages) : illustrations |
| Contents |
pt. 1. Marketing concepts and their development -- pt. 2. Motivation research : selected case examples -- pt. 3. What motivation research means for marketing management |
| Summary |
"Motivation research represents an attempt to apply systematically the accumulated knowledge of human behavior and the analytical concepts and research methods of such behavioral sciences as psychology, sociology, and social anthropology to the buying behavior of individuals and groups. This study makes no attempt to contribute to the methodology or techniques of motivation research; it seeks instead to help marketing executives understand what it is, how it can be employed, and some of the problems involved in its use. The author presents examples of motivation research in the context of the situation in which it was used, and discusses the concepts and the thinking behind the research, the use to which the results were put, and the role which such research can play in marketing management"--Foreword. (PsycINFO Database Record (c) 2014 APA, all rights reserved) |
| Bibliography |
Includes bibliographical references |
| Notes |
Master and use copy. Digital master created according to Benchmark for Faithful Digital Reproductions of Monographs and Serials, Version 1. Digital Library Federation, December 2002. http://purl.oclc.org/DLF/benchrepro0212 MiAaHDL |
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digitized 2010 HathiTrust Digital Library committed to preserve pda MiAaHDL |
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Print version record |
| Subject |
Motivation research (Marketing)
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Motivation (Psychology)
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Motivation
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Motivation (Psychology)
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Motivation research (Marketing)
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| Form |
Electronic book
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