A marketing perspective

Stephen Downes

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Marketing and Advertising Strategies Consumer Behavior and Marketing Influence Consumer Behavior and Market Dynamics

Abstract

Extract: Marketing is often incorrectly equated with advertising — seen as ‘beguiling’ — and/or selling — seen as ‘pushing’. Not surprisingly, this popular view of marketing leads to a perception that it is all about persuasion and especially ‘making people want to buy stuff they don’t need’.

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1979Issue involvement can increase or decrease persuasion by enhancing message-relevant cognitive responses.2006From Brand Vision to Brand Evaluation 1925Theories of selling.2000Repetitive Advertising and the Consumer 2003Persuasion in Advertising 2001The Marketing Concept 2002Creative Advertising: Ideas and Techniques from the World's Best Campaigns

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