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Author: Philipp Pachler
Publisher: Anchor Academic Publishing (aap_verlag)
ISBN: 3954895064
Category : Business & Economics
Languages : en
Pages : 203
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Book Description
A deeper understanding of how consumers think, feel and act is vital to the success of management and provides valuable information for managerial decision making in many areas of business. One key to this understanding is brand knowledge, which is the representation of a brand in consumers’ minds. Unfortunately, a substantial amount of relevant knowledge within people’s minds is unconscious and cannot be retrieved, accessed and recalled by consumers. As a consequence, certain methods of retrieval are required, such as projective techniques. The method this book works with is the collage technique, an expressive projective method. The aim of this book is to create a multi-layered approach that facilitates the interpretation of collages without the need of any additional information given by the participants, based on metaphor analysis, color theory, a communication model and structural analysis.
Author: Philipp Pachler
Publisher: Anchor Academic Publishing (aap_verlag)
ISBN: 3954895064
Category : Business & Economics
Languages : en
Pages : 203
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Book Description
A deeper understanding of how consumers think, feel and act is vital to the success of management and provides valuable information for managerial decision making in many areas of business. One key to this understanding is brand knowledge, which is the representation of a brand in consumers’ minds. Unfortunately, a substantial amount of relevant knowledge within people’s minds is unconscious and cannot be retrieved, accessed and recalled by consumers. As a consequence, certain methods of retrieval are required, such as projective techniques. The method this book works with is the collage technique, an expressive projective method. The aim of this book is to create a multi-layered approach that facilitates the interpretation of collages without the need of any additional information given by the participants, based on metaphor analysis, color theory, a communication model and structural analysis.
Author: Philipp Pachler
Publisher: GRIN Verlag
ISBN: 3656197326
Category : Business & Economics
Languages : en
Pages : 209
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Book Description
Thesis (M.A.) from the year 2010 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,0, University of Innsbruck (Institut f r Strategisches Management, Marketing und Tourismus), language: English, abstract: A deeper understanding of how consumers think, feel and act is vital to the success of management and provides valuable information for managerial decision making in many areas of marketing. One key to this understanding is brand knowledge. Customer brand knowledge is the representation of a brand in consumers' minds. This thesis focuses on a visual-based view stating that brand knowledge is rather image-based as opposed to word-based. Unfortunately, a substantial amount of relevant knowledge within consumers' minds is unconscious and cannot be retrieved, accessed and recalled by customers. As a consequence, certain methods of retrieval are required, such as projective techniques. The method this thesis works with is the collage technique, an expressive projective method. This diploma thesis creates a multi-layered approach that facilitates the interpretation of collages without the need of any additional information given by the participants, based on metaphor analysis, color theory, a communication model and structural analysis. The thesis answers following research questions: - Is it possible to interpret collages without any additional information from respondents? - What information can be gained from this interpretation? - Are there any differences between the results of visual and verbal analysis?
Author: Donald W. Jugenheimer
Publisher: Routledge
ISBN: 1317507371
Category : Business & Economics
Languages : en
Pages : 376
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Book Description
Designed to serve as a comprehensive, primary text for research methods courses in advertising and/or public relations programs, this book concentrates on the uses and applications of research in advertising and public relations situations. The authors' goal is to provide the information needed by future practitioners to commission and apply research to their work problems in advertising and public relations.
Author: Brad Klontz
Publisher: John Wiley & Sons
ISBN: 1119983738
Category : Business & Economics
Languages : en
Pages : 300
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Book Description
Psychology of Financial Planning: The Practitioner’s Guide to Money and Behavior In PSYCHOLOGY OF FINANCIAL PLANNING: The Practitioner’s Guide to Money and Behavior, distinguished authors Drs. Brad Klontz, CFP®, Charles Chaffin, and Ted Klontz deliver a comprehensive overview of the psychological factors that impact the financial planning client. Designed for both professional and academic audiences, PSYCHOLOGY OF FINANCIAL PLANNING is written for those with 30 years in practice as well as those just beginning their journey. With a focus on how psychology can be applied to real-world financial planning scenarios, PSYCHOLOGY OF FINANCIAL PLANNING provides a much-needed toolbox for practicing financial planners who know that understanding their client’s psychology is critical to their ability to be effective. The PSYCHOLOGY OF FINANCIAL PLANNING is also a much-needed resource for academic institutions who now need to educate their students in the CFP Board’s newest category of learning objectives: psychology of financial planning. Topics include: Why we are bad with money Client and planner attitudes, values, & biases Financial flashpoints, money scripts, and financial behaviors Behavioral finance Sources of money conflict Principles of counseling Multicultural competence in financial planning General principles of effective communication Helping clients navigate crisis events Assessment in financial planning Ethical considerations in the psychology of financial planning Getting clients to take action Integrating financial psychology into the financial planning process PSYCHOLOGY OF FINANCIAL PLANNING goes beyond just theory to show how practitioners can use psychology to better serve their clients. The accompanying workbook provides exercises, scripts, and workshop activities for firms and practitioners who are dedicated to engaging and implementing the content in meaningful ways.
Author: City of London College of Economics
Publisher: City of London College of Economics
ISBN:
Category : Education
Languages : en
Pages : 2158
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Book Description
Overview In this course you will learn all you need to know to become a Digital Marketing Expert. As you surely know, Digital Marketing Specialists are in high demand and well paid. Content - Digital Marketing Strategy - Market Research - Crowdsourcing - Web Development and Design - Writing for the Web - Mobile Development - Email Marketing - Online Advertising - Affiliate Marketing - Search Engine Marketing - Search Engine Optimisation - PPC Advertising - And much more Duration 10 months Assessment The assessment will take place on the basis of one assignment at the end of the course. Tell us when you feel ready to take the exam and we’ll send you the assignment questions. Study material The study material will be provided in separate files by email / download link.
Author: Tom McMakin
Publisher: John Wiley & Sons
ISBN: 111943470X
Category : Business & Economics
Languages : en
Pages : 279
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Book Description
The real-world guide to selling your services and bringing in business How Clients Buy is the much-needed guide to selling your services. If you're one of the millions of people whose skills are the 'product,' you know that you cannot be successful unless you bring in clients. The problem is, you're trained to do your job—not sell it. No matter how great you may be at your actual role, you likely feel a bit lost, hesitant, or 'behind' when it comes to courting clients, an unfamiliar territory where you're never quite sure of the line between under- and over-selling. This book comes to the rescue with real, practical advice for selling what you do. You'll have to unlearn everything you know about sales, but then you'll learn new skills that will help you make connections, develop rapport, create interest, earn trust, and turn prospects into clients. Business development is critical to your personal success, and your skills in this area will dictate the course of your career. This invaluable guide gives you a set of real-world best practices that can help you become the rainmaker you want to be. Get the word out and make productive connections Drop the fear of self-promotion and advertise your accomplishments Earn potential clients' trust to build a lasting relationship Scrap the sales pitch in favor of honesty, positivity, and value Working in the consulting and professional services fields comes with difficulties not encountered by those who sell tangible products. Services are often under-valued, and become among the first things to go when budgets get tight. It is now harder than ever to sell professional services, so your game must be on-point if you hope to out-compete the field. How Clients Buy shows you how to level up and start winning the client list of your dreams.
Author: Tali Sharot
Publisher: Macmillan + ORM
ISBN: 162779266X
Category : Psychology
Languages : en
Pages : 299
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Book Description
A cutting-edge, research-based inquiry into how we influence those around us and how understanding the brain can help us change minds for the better. In The Influential Mind, neuroscientist Tali Sharot takes us on a thrilling exploration of the nature of influence. We all have a duty to affect others—from the classroom to the boardroom to social media. But how skilled are we at this role, and can we become better? It turns out that many of our instincts—from relying on facts and figures to shape opinions, to insisting others are wrong or attempting to exert control—are ineffective, because they are incompatible with how people’s minds operate. Sharot shows us how to avoid these pitfalls, and how an attempt to change beliefs and actions is successful when it is well-matched with the core elements that govern the human brain. Sharot reveals the critical role of emotion in influence, the weakness of data and the power of curiosity. Relying on the latest research in neuroscience, behavioral economics and psychology, the book provides fascinating insight into the complex power of influence, good and bad. Praise for The Influential Mind Winner of the 2018 British Psychological Society Book Award Selected as a Best Book of 2017 by Forbes, The Times (UK), The Huffington Post, Bloomberg, Greater Good Magazine, Inc., Stanford Business School,and more “Sharot . . . covers the topic more fully and more authoritatively in a book whose title gives appropriately equal billing to thought, behavior and neurons. . . . Her book is a witty survey of techniques to influence and guide human behavior.” —The New York Times Book Review “This timely, intriguing book explains why it’s so difficult to shift the attitudes and actions of others—and what we can do about it.” —Adam Grant, New York Times–bestselling author of Originals and Give and Take
Author: Smashing Magazine
Publisher: Smashing Magazine
ISBN: 3944540409
Category : Creative ability
Languages : en
Pages : 121
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Book Description
"Creativity" is a term that often partakes of something mysterious and nearly magical — something that we are blessed with, something like an ambivalent, secret power that one moment strikes us unexpectedly, and then puts us on hold when we desperately try to come up with an idea. But the infamous creative spark isn't as random as we might think. This eBook is a collection of creativity lessons that may help you overcome a creative trough. Our authors provide some general insights into the process of creativity, discuss some interesting aspects, such as why it is important to also have a life outside the Web, and also present useful hands-on tips on how to develop fresh approaches to given problems. In addition, "Creativity Lessons For Web Designers" also shares some inspiring design projects and what made them unforgettable. As you will see, creativity has nothing to do with magic, but is often just a matter of perspective. TABLE OF CONTENTS - The Process Of Creativity - Work, Life And Side Projects - "I Draw Pictures All Day" - Ignorance Is Bliss For A Creative Mind - The Big Think: Breaking The Deliverables Habit - Changing Perspective: A New Look At Old Problems - Collaging: Getting Answers To The Questions You Don't Know To Ask - Creating A Lasting Impression
Author: Susy Churchill
Publisher: Bloomsbury Publishing
ISBN: 1137139757
Category : Psychology
Languages : en
Pages : 269
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Book Description
This comprehensive textbook discusses how trainees and busy practitioners can best respond therapeutically to clients' mental health problems. Grounded in the latest research, it is rich with case material and analytical commentary and highlights key decisions regarding assessment and referral. At once sharply structured and broad-based, The Troubled Mind is designed to work both as a textbook for trainees taking courses on assessment, psychopathology/mental health or research evidence for practice, and as a reference tool for qualified professionals looking to deepen their understanding of this complex spectrum of work. By offering a pluralistic framework, it will suit counsellors and therapists across all therapeutic approaches.
Author:
Publisher:
ISBN:
Category : Agriculture
Languages : en
Pages : 864
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Book Description
