Author: Yoram (Jerry) Wind
Publisher: Marketing Classics Press
ISBN: 1613111576
Category : Business & Economics
Languages : en
Pages : 32

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Book Description

Author: William D. Wells
Publisher: Marketing Classics Press
ISBN: 1613111347
Category : Business & Economics
Languages : en
Pages : 17

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Book Description
Life Style and Psychographics provides an opportunity to obtain a firm grasp of the emerging dimensions of life style and psychographic analysis. The specific applications, accomplishments, and research findings are fully discussed. Topics of discussion include: -Conceptual, measurement, and analytical problems in life style research;-The role of psychographics in the development of media strategy; and-European developments in psychographics.This thoroughly detailed work is written by a variety of distinguished scholars, all drawn together by first-hand research and a firm belief in the value of life style and psychographic analysis. It will prove highly useful to market researchers and strategists, as well as students and faculty of business, economics, and management.Dr. William D. Wells is Professor of Advertising at the University of Minnesota's School of Journalism and Mass Communication. Dr. Wells is the former Executive Vice President and Director of Marketing Services at DDB Needham Chicago. He is the only representative of the advertising business elected to the Attitude Research Hall of Fame. Dr. Wells was formerly Professor of Psychology and Marketing at the University of Chicago. He joined Needham, Harper, Chicago as Director of Corporate Research. He is the author of more than 60 books and articles.

Author: Luigi Berzano
Publisher: Routledge
ISBN: 1317434048
Category : Social Science
Languages : en
Pages : 232

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Book Description
Lifestyles and subcultures are tools through which people say – to themselves and to others – who they think they are, who they think they are similar to, and who they think they are different from. Lifestyles and subcultures are ways which people adopt to look at their own lives, and to try to keep together different roles, different practices and different realms which they are involved in. Lifestyles and subcultures are lenses through which we, as observers, analyze society, and orientate ourselves within it, looking for similarities and differences among individuals and collectivities which allow us to understand their thoughts and their actions. This book presents the main analytical approaches through which lifestyles and subcultures have been studied, and also proposes a new interpretative perspective. Today a growing panorama of social phenomena and processes possess intermediate characteristics with regard to those which in the past were identified either as lifestyles or as subcultures. The hypothesis is that consequently these phenomena could be explained and interpreted by means of an analytical framework developed by the intersection of these two perspectives, and the last part of the book is therefore devoted to the presentation of this innovative framework. This book provides new lenses and a fresh view to try to both grasp and understand a constantly-changing reality.

Author: William D. Wells
Publisher: Marketing Classics Press
ISBN: 1613111665
Category : Business & Economics
Languages : en
Pages : 51

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Author: Barrie Gunter
Publisher: Routledge
ISBN: 1317340094
Category : Business & Economics
Languages : en
Pages : 305

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Book Description
Understanding how consumers choose between different products and services is a crucial part of professional marketing. Targeting brands at the consumers most likely to be interested in them is another critical aspect of business success. Marketers need to know what consumers think about brands, why they like them and what purposes they serve. This means delving into the psychology of the consumer to find ways of differentiating between consumers and matching brands to consumer niches at the level of consumers’ relationships with brands. Using psychology to segment consumers has been regarded as a valuable adjunct to standard geo-demographic definitions of market segments. The Psychology and Consumer Profiling in a Digital Age examines how this field of ‘psychographics’ has evolved, the different approaches to psychological segmentation of consumers, the different ways in which it has been applied in consumer marketing settings, and whether psychographics works. It draws upon research from around the world and incorporates its analysis of the use of psychographics with an examination of major shifts in marketing in a digital and global era.

Author:
Publisher:
ISBN:
Category : Transportation
Languages : en
Pages : 792

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Author: Barrie Gunter
Publisher: Routledge
ISBN: 1317565843
Category : Business & Economics
Languages : en
Pages : 191

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Book Description
Psychographics have been developed in the field of market research as a way to relate consumer behaviour to market choice. This book, originally published in 1992, introduces the essential elements of psychographics. It shows how researchers go about defining consumer profiles and designing successful research programmes. It looks at the way they are applied in various consumer groups and uses case study material to focus on some specific products from cameras to pet food.

Author: Ilan Salomon
Publisher:
ISBN:
Category : Choice of transportation
Languages : en
Pages : 706

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Book Description

Author: Kathleen M. Rassuli
Publisher:
ISBN:
Category : Consumer behavior
Languages : en
Pages : 362

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Book Description

Author: Yoram Wind
Publisher: Springer Science & Business Media
ISBN: 1402075960
Category : Business & Economics
Languages : en
Pages : 364

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Book Description
Marketing Research and Modeling addresses state of the art developments including new techniques and methodologies by leading experts in marketing and marketing research. This work emphasizes new developments in Bayesian Decision Analysis, Multivariate Analysis, Multidimensional Scaling, Conjoint Analysis, Applications of Conjoint and MDS technique, Data Mining, Cluster Analysis, and Neural Networks.