By Jim Blythe
This can be the ebook advertising scholars were awaiting. Packed packed with vigorous debate and humorous anecdotes, this booklet covers issues advertising and marketing scholars are conversant in, resembling key thinkers and ideas, and a few they aren't. It seems at parts such a lot textbooks forget about, similar to the improvement of selling as a self-discipline and as an educational topic, and increases arguments that scholars haven’t heard approximately of their lectures. This booklet is an antidote to the uninteresting textbook that also tackles key parts addressed in advertising and marketing classes.
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Extra resources for A Very Short, Fairly Interesting and Reasonably Cheap Book about Studying Marketing (Very Short, Fairly Interesting & Cheap Books)
Note that economists also have a lot of theories about the supply side of the equation – these are of interest to marketers in terms of our responses to competition, and the possibility of an over-supply which would drive prices down. On the other hand, marketers always seek to differentiate their products from those of the competition, so they tend to regard other products as being an indirect threat. A final word on markets from economists. They distinguish between a free market (one in which production is in the market sector and is not controlled by government) and a command economy, or centrally-controlled economy, in which all production and consumption is controlled by the central authorities, that is the government.
Does it carry out investigations which other researchers can duplicate? Does it seek to discover rules which can be universally applied? Does it deal with the abstract rather than with the concrete? I think the answers to these questions are mainly Yes, which (at least by my definition) makes economics a real science. As an underpinning for marketing thought, economics makes a very good beginning – it does not come anywhere near to explaining the whole picture, however. qxd 9/19/2006 12:03 PM Page 27 2 Behavioural Scientists Because people are not rational, marketers look beyond basic ‘economics’ theories of consumption and demand, and consider contributions from people who study behaviour.
There is a connotation here to suggest that the peripheral route is somehow not quite fair: not being direct, it may be somehow a little shady. This contributes to the view that marketers are manipulative, and can make people do things they otherwise would not do. The ability to do this is the Holy Grail for marketers: if only we could push the right buttons, we would not have to bother producing things people actually want to buy! These routes to attitude change work (when they do work, at any rate) because attitudes are believed to be composed of three elements: cognition (what we think about the attitudinal object), affect (what we feel about the attitudinal object) and conation (what we intend to do about it).