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Dimitar Trendafilov

Psychology in Marketing

How Psychology Shapes Marketing, Branding, and Consumer Behavior

Decoding How We Think
This isn't just a book about branding-it's a guide to the hidden operating system behind human behaviour.
The Divided Brain introduces a simple yet powerful metaphor rooted in neuroscience: our minds are driven by two distinct but interlocking systems-the fast, emotional Old Brain and the slower, rational New Brain. Every decision your customers make, every instinct your team follows, and every reaction you encounter in a negotiation or pitch stems from the constant tension between these two mental gears.
Once you learn to spot which brain is in control, the fog lifts. What once seemed irrational becomes understandable. Sudden client reversals, hesitations in sales calls, or why one brand sticks while another flops-it all starts to make sense.
Blending behavioural science with decades of real-world brand strategy, this book offers a practical lens for decoding people-not in theory, but in boardrooms, campaigns, workshops, and high-stakes conversations. Whether you're building a business, leading a team, or trying to craft messages that move people, you'll learn how to speak to the deeper instincts that actually drive decisions-because logic alone rarely wins hearts or wallets.
By the final chapter, you won't just understand how the brain works-you'll be using that insight to lead smarter, connect deeper, and build brands that truly resonate. The Divided Brain is your field guide to what really moves people. If you've ever tried to make sense of what doesn't make sense, start here.

The Divided Brain

De Gruyter Handbooks in Business, Economics and Finance

New advances in marketing communication are extending far beyond conventional approaches. The &lt;em&gt;De Gruyter Handbook of Integrated Marketing Communication&lt;/em&gt; helps forward-thinking practitioners and scholars retain their cutting edge by offering a synthesis of new innovations in fields such as integrated marketing strategy, culture, narrative influence, and media psychology. 
&lt;p&gt;&lt;/p&gt;Emphasizing the practical application of in-depth understanding, the topics discussed in this handbook cover core concepts, audience insights, innovative media channels, creative message content, and actionable evidence, along with domains of application, such as sports, health, nonprofits, small business, and entertainment. Artificial intelligence, storytelling approaches to brand strategy, consumer motivation, and ethics emerge across several chapters, reflecting ongoing developments in the latest thinking and empirical research. These fresh perspectives point toward future developments in audience-first marketing communication. 
&lt;p&gt;&lt;/p&gt;Leading researchers and professionals from around the world draw on a wealth of industry practice and scholarly knowledge to provide practical insights into the most effective ways to reach strategic goals. This handbook will prove valuable to practitioners, scholars, and students who work with international brands, lead nonprofits, support small firms, develop advertising and public relations campaigns, or promote prosocial outcomes.

Robert Magee

De Gruyter Handbook of Integrated Marketing Communication

Business and Management (R0)

&lt;p&gt;Retailing has changed rapidly in recent years with the pandemic accelerating the long-term growth of e-commerce. Drawing on a unique data set drawn from hundreds of thousands of interviews over almost two decades, this book takes a close look at changes in consumers&amp;rsquo; shopping preferences, behaviors, and influences.&lt;/p&gt;
&lt;p&gt;Across a range of topics, the authors argue that the rise of e-commerce has coincided with a decline in consumer preferences&amp;mdash;what people buy and where they buy it. This presents challenges for both retailers and manufacturers.&lt;/p&gt;
&lt;p&gt;The authors propose that the answer lies with consumers. A focus on consumers is fundamental to designing effective marketing strategies and campaigns. However, retailers and brands often have different perspectives about consumers. This book bridges that gap. The broad scope of topics and longitudinal data give retailers and brand marketers a roadmap for building and maintaining consumer preference in a rapidly changing and challenging environment.&lt;/p&gt;

Martin Block

Frank Mulhern

Larry DeGaris

Don Schultz

A Marketer's Guide to Decoding Consumer Preference through Data Analytics

Rethinking Retail

Named one of Financial Times’s Best Books of 2025, that bestselling author Tim Hartford called "fun" and "nerdy in the best way" Nobel Prize winner Richard H. Thaler and rising star economist Alex O. Imas explore the past, present, and cutting-edge future in behavioral economics in The Winner’s Curse. Why do people cooperate with one another when they have no obvious motivation to do so? Why do we hold on to possessions of little value? And why is the winner of an auction so often disappointed? Over thirty years ago, Richard H. Thaler introduced readers to behavioral economics in his seminal Anomalies column, written with collaborators including Daniel Kahneman and Amos Tversky. These provocative articles challenged the fundamental idea at the heart of economics that people are selfish, rational optimizers, and provided the foundation for what became behavioral economics. That was then. Now, three decades later, Thaler has teamed up with economist Alex O. Imas to write a new book with an original and creative format. Each chapter starts with an original Anomaly, retaining the spirit of its time stamp. Then, shifting to the present, the authors provide updates to each, asking how the original findings have held up and how the field has evolved since then. It turns out that the original findings not only hold up well, but they show up almost everywhere. Anomalies pop up in people’s decisions to save for retirement and how they carry outstanding credit card debt. Even experts fail to optimize. The key concept of loss aversion explains missed putts by PGA pros and the selection of which stocks to sell by portfolio managers. In this era of meme stocks and Dogecoin, it is hard to defend the view that financial markets are highly efficient. The good news, however, is that the anomalies have gotten funnier. With both readability and rigor, The Winner’s Curse is for anyone, from those with a cursory understanding of economics to fellow economists. Each chapter provides a key insight into human behavior so readers learn how to better understand the choices made by their friends, colleagues, and customers, and they might just become better at making decisions themselves. Only recommended for humans.

Behavioral Economics Anomalies, Then and Now

The Winner's Curse

Do you want to know how to come up with bold, innovative ideas? Are you keen to learn how culture can be leveraged to create change? Are you eager to learn from industry insiders? This innovative new textbook assembles leading names from the world of advertising to share their insights and experience from all aspects of the industry, helping you understand the various professional roles available and how they relate to your study. Professionals working at a range of recognisable brands (such as the BBC and Molson Coors) and leading advertising agencies - including ManningGottlieb and VCCP - come together to provide the inside story on everything from idea generation to planning global ad campaigns. At the end of each chapter, editors Mike Ryder and Mary Hargreaves, leading scholars from Lancaster University Management School, provide academic responses to the issues raised. Intuitively structured to take you on a journey from the beginnings of advertising as a medium to topical considerations such as influencer marketing, Advertising: A Practitioner Perspective covers both the creative and analytical aspects of the discipline. By discovering the concerns and outlooks of some of the industry's leading lights, you will gain a deeper understanding of both sides of the agency-client relationship, as well as the critical and theoretical perspectives of the theorists who helped shape them. Perfect for undergraduate and postgraduate students aiming to work in advertising, this unique book offers a grounded, accessible and experience-led look at the industry. Advertising: A Practitioner Perspective helps you connect theoretical knowledge with practical insight, enabling you to embark on a well-researched career path fully prepared to hit the ground running in the dynamic world of advertising.

A Practitioner Perspective

Advertising

Masterarbeit aus dem Jahr 2020 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Fachhochschule des Mittelstands, Sprache: Deutsch, Abstract: Brand Management im Zuge der digitalen Transformation: Eine Marke ist nicht mehr nur das, was die Unternehmen in den Köpfen der Konsumenten verankern. Vielmehr sind Marken das, was die Menschen in digitalen Kanälen aus ihnen machen. Diese Masterarbeit befasst sich mit den aktuellen Herausforderungen und den zentralen Erfolgsfaktoren des Brand Managements im Kontext Online Marketing und den sozialen Medien in der Konsumgüterbranche. Anhand von Experteninterviews werden 
Erfolgsfaktoren ermittelt und an der Marke L'Oréal Paris dargestellt. Es wird erforscht, wie Marken im Zuge der Digitalisierung und den sozialen Medien agieren müssen, um im digitalen Darwinismus überleben zu können.

Erfolgreiches Brandmanagement im Kontext des Online Marketings und der sozialen Medien in der Konsumgüterbranche

Dieses Buch zeigt anhand eines systematischen Frameworks und zahlreichen Best Cases, wie Marken ökologische, ökonomische und soziale Verantwortung verankern können – impactorientiert, ganzheitlich und nachvollziehbar.
 
 Nachhaltigkeit ist längst ein zentrales Leitprinzip unternehmerischen Handelns, doch die Übersetzung in Markenstrategien ist komplex und oft unvollständig. Ein wirklich relevanter Beitrag zur Zukunftsfähigkeit unserer Wirtschafts- und Lebensweise bleibt oft aus.&nbsp;
 
 Das vorgestellte Scope-Framework bietet einen gezielten Ansatz, um die nachhaltigkeitsorientierte Wirkung von Marken zu verorten und zu steuern. Expert*innen von Bayrischer Rundfunk, DERTOUR, GLS Bank, SCHOTT, Südtirol Marketing, Deutsche Telekom, Logocos, Wertgarantie und Yello Strom beschreiben ihre methodischen Zugänge und die Implementierung in der unternehmerischen Praxis.
 
 Eine Einladung an Marken-, Marketing- und Nachhaltigkeitsverantwortliche, ihre Markenpotenziale zu heben und ihren gesellschaftlichen Impact zu aktivieren.
 Der Inhalt<ul><li>Brands for Future – Impactorientierte Markenführung</li><li>Rolle und Potenzial von Marken für das Nachhaltigkeitsmanagement</li><li>Ein neues Framework für nachhaltige Markenführung – Scope 1 bis Scope 4</li><li>Übergänge gestalten – Perspektiven, Potenziale und Praxis nachhaltiger Markenführung</li><li>Best Cases: Bayrischer Rundfunk, DERTOUR, GLS Bank, SCHOTT, Südtirol Marketing, Deutsche Telekom, Logocos, Wertgarantie und Yello Strom</li></ul>Die Herausgeber Prof. Dr. Riccardo Wagner
 ist Professor für Nachhaltiges Management &amp; Kommunikation, Studiendekan für Sustainability Management &amp; Leadership (M.A.) und Leiter der MediaSchool an der Fresenius Hochschule in Köln.
 Prof. Dr. Jan Dirk Kemming
 ist Head of Sustainability Consulting, Weber Shandwick, Professor an der Fresenius Hochschule sowie Mitglied in ADC, DMV, GPRA.&nbsp;

Grundlagen, Framework und Praxis impactorientierter Markenstrategien

Nachhaltige Markenführung gestalten

Grow your brand with smart, psychology-driven marketing strategies Marketing is how you reach the right people with the right message at the right time. But with AI, social media, and digital channels constantly evolving, keeping up can feel like a full-time job. Marketing For Dummies gives you a friendly, accessible roadmap for attracting, engaging, and retaining customers using strategies rooted in real buyer psychology and paired with the tools that matter most right now. You'll get the hang of blending human insight with AI-powered tools for smarter segmentation, creative development, and search optimization, including Generative Engine Optimization. Discover how CRM platforms and personalized messaging can strengthen customer relationships, and explore updated tactics for social media, influencer partnerships, email, and digital advertising that reflect how people actually discover brands today. Inside this book: <ul> <li>Learn how AI fits into your marketing workflow, including its scope, risks, and best practices for brand safety</li> <li>Build dynamic budgets, measure KPIs, and pivot quickly so you avoid wasted spend on campaigns that aren't working</li> <li>Explore psychology and behavior-science techniques that deepen customer understanding and improve loyalty and referrals</li> <li>Create acquisition and retention strategies using account-based marketing, content personalization, and community-driven approaches</li> <li>Master search marketing across GEO, SEO, and Google Ads to boost your brand's discoverability in an AI-driven landscape</li> </ul> Whether you're a small business owner, entrepreneur, student, or career-switcher looking to sharpen your marketing skills, this Dummies guide makes it easy to connect with customers and grow with purpose. Time to get your marketing moving!

Marketing For Dummies

Hidden Code

Secret Science Behind Every Memorable Brand

Hidden Code of Branding

Document from the year 2026 in the subject ThinkShelf: Non-fiction books, , language: English, abstract: This textbook contains 20 topics related to consumer behavior. They cover key, up-to-date topics in marketing, focusing on cognitive and psychological principles applicable to brand building, online communications, and loyalty programs. The textbook is aimed at undergraduate students in majors such as marketing, communications, and psychology, and it is also particularly useful for those working in small, medium, or start-up businesses in the consumer goods, online commerce, and services sectors. The synthesis of research, strategic models, and best practices in each chapter, as well as the targeted subdivision of information to facilitate its comprehension and practical application, are particularly valuable. 

Each chapter is supplemented with a glossary of terms, case studies from leading brands' practice (sports goods, music, retail, and others), as well as many exercises, the function of which is to turn the content of each chapter into a working tool. Unlike other textbooks with similar content, this one does not simply dedicate part of the content to ethics in marketing, but focuses entirely on it (challenges and rules of conduct), which is why the reader comes across guidelines, warnings, issues and critical notes on how the knowledge accumulated over the past decades in the field of psychology, cognitive processes and cultural influences should or should not be applied in the practice of markers (especially in the era of digitalization, social media and user experience). 

The author, Dr. Dimitar Trendafilov, has twenty years of experience as a lecturer, consultant, and researcher in the field of marketing and commercial communications, strategic brand management, and consumer behavior. For those with a greater interest in the subject matter, the list of sources on which the content is based would be a suitable gateway to deeper knowledge on any or all of the topics.

GG Alcock

The Evolution of the Informal Economy and the Inspiring Entrepreneurs and Executives Who Power It

KasiNomics Unleashed

Create breakthrough marketing campaigns that achieve staggering consumer response rates by harnessing the power of R.E.D. Marketing---a transparent and flexible methodology from the CEO and CMO of marketing powerhouse Yum! Brands (Taco Bell, KFC, Pizza Hut) with a genuine track record of success.

The Three Ingredients of Leading Brands

R.E.D. Marketing

Psychology in Marketing

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