Marketers and those aspiring to be marketers will find this book an invaluable help in their role as 'lay psychologists'. Drawing on consumer, management, industrial, organizational, and market psychology to provide an in-depth treatment that embraces: Cognition theories Personality, perception and memory Motivation and emotion Power, control, and exchange.Complemented by case studies from across the globe, The Psychology of Marketing provides a trans-national perspective on how the theories of psychology and their relevance to marketing, revealed here, is applied in practice.