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OverviewThe purpose of Creating Images and the Psychology of Marketing Communication is to advance the understanding of the concept of image as it is applied to various areas of interest. It also serves to meet the growing interest in image-related studies by the public and academics, and provides an innovative and holistic approach to the study of image. The text reflects the importance of brand leveraging as the sections cover in-depth discussion on cross-country and tourism images, corporate and sponsorship images, individual and celebrity images, and cultural and social images. It provides a comprehensive and holistic look at the concept of image: the topics range from theories of image creative to other image studies on a country, corporate, and individual level. The sections cover the major topics currently being debated in image marketing and the psychology of communications. Several new and innovative concepts are also introduced in the book. Creating Images and the Psychology of Marketing Communication is intended for academics and scholars (including students) in the interdisciplinary fields of consumer psychology, marketing, and communication. Full Product DetailsAuthor: Lynn R. Kahle , Chung-Hyun KimPublisher: Taylor & Francis Ltd Imprint: Psychology Press Ltd Weight: 0.820kg ISBN: 9780415647076ISBN 10: 041564707 Pages: 442 Publication Date: 25 September 2012 Audience: Professional and scholarly , Professional & Vocational Format: Paperback Publisher's Status: Active Availability: In Print This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us. Table of ContentsReviews<p> 'Creating Images and the Psychology of Marketing Communication' is a veritable 'tour d' horizon' of the psychology of perception, communication, and image creation....it provides something for everyone....the strengths of this book lie in its comprehensive coverage of critical factors that influence the creation and communication of brand images in marketing campaigns and strategies. It should be considered a detailed source book, to be visited, like the buffet, when one has a clear need for a particular piece of brand image or marketing information in mind. <br> PsycCRITIQUES <p>. ..Kahle emphasized that the book is not meant to be the final word on the subject of image marketing. Rather, it provides a useful starting point for scholars and marketing professionals to understand this complex concept as it relates to the diversity of consumer behavior. <br> Oregon E-News 'Creating Images and the Psychology of Marketing Communication' is a veritable 'tour d' horizon' of the psychology of perception, communication, and image creation....it provides something for everyone....the strengths of this book lie in its comprehensive coverage of critical factors that influence the creation and communication of brand images in marketing campaigns and strategies. It should be considered a detailed source book, to be visited, like the buffet, when one has a clear need for a particular piece of brand image or marketing information in mind. -PsycCRITIQUES ...Kahle emphasized that the book is not meant to be the final word on the subject of image marketing. Rather, it provides a useful starting point for scholars and marketing professionals to understand this complex concept as it relates to the diversity of consumer behavior. -Oregon E-News 'Creating Images and the Psychology of Marketing Communication' is a veritable 'tour d' horizon' of the psychology of perception, communication, and image creation....it provides something for everyone....the strengths of this book lie in its comprehensive coverage of critical factors that influence the creation and communication of brand images in marketing campaigns and strategies. It should be considered a detailed source book, to be visited, like the buffet, when one has a clear need for a particular piece of brand image or marketing information in mind. -PsycCRITIQUES ...Kahle emphasized that the book is not meant to be the final word on the subject of image marketing. Rather, it provides a useful starting point for scholars and marketing professionals to understand this complex concept as it relates to the diversity of consumer behavior. -Oregon E-News 'Creating Images and the Psychology of Marketing Communication' is a veritable 'tour d' horizon' of the psychology of perception, communication, and image creation...it provides something for everyone...the strengths of this book lie in its comprehensive coverage of critical factors that influence the creation and communication of brand images in marketing campaigns and strategies. It should be considered a detailed source book, to be visited, like the buffet, when one has a clear need for a particular piece of brand image or marketing information in mind. -PsycCRITIQUES ...Kahle emphasized that the book is not meant to be the final word on the subject of image marketing. Rather, it provides a useful starting point for scholars and marketing professionals to understand this complex concept as it relates to the diversity of consumer behavior. -Oregon E-News Author InformationLynn R. Kahle, Chung-Hyun Kim Tab Content 6Author Website:Countries AvailableAll regions |