Author: Mark B. Traylor
Publisher:
ISBN:
Category : Comparative advertising
Languages : en
Pages : 378

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Book Description

Author:
Publisher:
ISBN:
Category : Marketing research
Languages : en
Pages : 562

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Book Description

Author: Steven S. Posavac
Publisher: Routledge
ISBN: 1317473728
Category : Business & Economics
Languages : en
Pages : 344

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Book Description
The unique contribution of Cracking the Code is its spotlight on how the knowledge of consumer psychology principles can be used to improve managerial decision making and organizational performance. Research on consumer behavior typically has a narrow focus and does not offer reliable and practical direction for marketers. Taken collectively, however, the conclusions of research streams can provide valuable information from which managers can base their decisions. The contributing authors of Cracking the Code offer a set of rules for managerial action that has been distilled from reviews of research areas in which they are experts. The book contains systematic, prescriptive advice based on state-of-the-art knowledge from multiple research lines regarding how consumers think and choose. The chapters cover fundamental topics such as new product management, marketing mix strategy, marketing communications and advertising, social media, and experiential marketing.

Author:
Publisher:
ISBN:
Category : Dissertations, Academic
Languages : en
Pages : 978

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Author:
Publisher:
ISBN:
Category : Dissertations, Academic
Languages : en
Pages : 808

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Book Description

Author:
Publisher:
ISBN:
Category : Dissertations, Academic
Languages : en
Pages : 794

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Book Description

Author:
Publisher:
ISBN:
Category : Dissertations, Academic
Languages : en
Pages : 588

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Book Description

Author: Terence A. Shimp
Publisher: South Western Educational Publishing
ISBN:
Category : Business & Economics
Languages : en
Pages : 626

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Book Description
The fifth edition of Terence Shimp's market-leading Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications fully integrates all aspects of marketing communication, providing a more complete treatment of sales promotion, point-of-purchase communications, and advertising media selection than any text on the market. Thoroughly revised and updated, this new edition is more useful, current, and student-friendly than ever.

Author: Terence A. Shimp
Publisher:
ISBN: 9780030767487
Category : Business & Economics
Languages : en
Pages : 732

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Book Description

Author: David Mothersbaugh
Publisher: McGraw Hill
ISBN: 1526850036
Category : Business & Economics
Languages : en
Pages : 2341

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Book Description
Consumer Behavior: Building Marketing Strategy International Edition builds on theory to provide students with a usable, strategic understanding of consumer behaviour that acknowledges recent changes in internet, mobile and social media marketing, ethnic subcultures, internal and external influences, global marketing environments, and other emerging trends. Updated with strategy-based examples from an author team with a deep understanding of each principle's business applications, the international edition contains current and classic examples of both text and visual advertisements throughout to engage students and bring the material to life and four chapters written specifically to focus on the European context. Topics such as ethics and social issues in marketing as well as consumer insights are integrated throughout the text and cases.