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Penava Brekalo, Zvjezdana
Ekonomski vjesnik, 07/2010, Volume: XXIII, Issue: 1Journal Article
Ishodišna točka osobnog marketinga jest pojedinac, odnosno osoba. Osobni marketing, u smislu najuže razine primjene marketinga, ima izrazito interdisciplinarni karakter jer se oslanja na znanja psihologije, znanosti o psihološkim karakteristikama čovjeka. Mnogobrojni su psihološki čimbenici osobnog marketinga poput ličnosti, ponašanja, emocija, temperamenta, karaktera i inteligencije, no u ovom se radu prije svega izlučuju i opisuju neke od psiholoških kategorija koje su relevantne za provođenje osobnog marketinga, a to su ponajprije vlastito «ja», osobni image, potrebe, želje, motivi, motivacija, stavovi i ponašanje s aspekta socijalno-kognitivne teorije ličnosti u kontekstu osobnog marketinga..
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