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Author:
Publisher:
ISBN:
Category : Marketing research
Languages : en
Pages : 596
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Book Description
Author:
Publisher:
ISBN:
Category : Marketing research
Languages : en
Pages : 596
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Book Description
Author: Deborah J. MacInnis
Publisher: Routledge
ISBN: 1317469194
Category : Business & Economics
Languages : en
Pages : 447
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Book Description
Brand relationships are critical because they can enhance company profitability by lowering customer acquisition and retention costs. This is the first serious academic book to offer a psychological perspective on the meaning of and basis for brand relationships, as well as their effects. "The Handbook of Brand Relationships" includes chapters by well-known marketing and psychology scholars on topics related to the meaning, significance, and measurement of brand relationships; the critical connections between consumers and the brand; how brand relationships are formed through both thoughtful and non-thoughtful processes; and how they are built, repaired, and leveraged through brand extensions. An integrative framework introduces the book and summarizes the chapters' key ideas. The handbook also identifies several novel metrics for measuring various aspects of brand relationships, and it includes recommendations for further research.
Author: Susan Fournier
Publisher: Routledge
ISBN: 1136470972
Category : Business & Economics
Languages : en
Pages : 501
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Book Description
The creation and management of customer relationships is fundamental to the practice of marketing. Marketers have long maintained a keen interest in relationships: what they are, why they are formed, what effects they have on consumers and the marketplace, how they can be measured and when and how they evolve and decline. While marketing research has a long tradition in the study of business relationships between manufacturers and suppliers and buyers and sellers, attention in the past decade has expanded to the relationships that form between consumers and their brands (such as products, stores, celebrities, companies or countries). The aim of this book is to advance knowledge about consumer-brand relationships by disseminating new research that pushes beyond theory, to applications and practical implications of brand relationships that businesses can apply to their own marketing strategies. With contributions from an impressive array of scholars from around the world, this volume will provide students and researchers with a useful launch pad for further research in this blossoming area.
Author: Sharon Ng
Publisher: Oxford University Press
ISBN: 0199388539
Category : Psychology
Languages : en
Pages : 369
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Book Description
Research on the influence of culture on consumer decision-making and consumption behavior has witnessed tremendous growth in the last decade. With increasing globalization, managers are becoming increasingly aware that operating in multiple markets is crucial for firms' survival and growth. As the world's growth engine shifts from Europe and North America to Asia and Latin America, it has become apparent that an inward-looking and domestic focus strategy will not be sustainable in the long run. And success in foreign markets requires marketers to understand not just what consumers in these markets need but also how they think, behave, consume, and purchase. Numerous studies have documented cultural differences in values and beliefs, motivational orientations, emotions, self-regulation, and information-processing styles, and the effects of these cultural variations on consumer behavior such as brand evaluation, materialism, and impulsive consumption. In this volume, experts from a variety of disciplines and perspectives trace the historical development of culture research in consumer psychology and examine the theoretical underpinnings that account for these findings and the current state of the field. Collectively, the chapters provide a forum for researchers to engage in thoughtful debates and stimulating conversations and offer directions for future research.
Author: Douglas Holt
Publisher: Oxford University Press
ISBN: 019958740X
Category : Business & Economics
Languages : en
Pages : 404
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Book Description
How do we explain the breakthrough market success of businesses like Nike, Starbucks, Ben & Jerry's, and Jack Daniel's? Conventional models of strategy and innovation simply don't work. The most influential ideas on innovation are shaped by the worldview of engineers and economists - build a better mousetrap and the world will take notice. Holt and Cameron challenge this conventional wisdom and take an entirely different approach: champion a better ideology and the world will take notice as well. Holt and Cameron build a powerful new theory of cultural innovation. Brands in mature categories get locked into a form of cultural mimicry, what the authors call a cultural orthodoxy. Historical changes in society create demand for new culture - ideological opportunities that upend this orthodoxy. Cultural innovations repurpose cultural content lurking in subcultures to respond to this emerging demand, leapfrogging entrenched incumbents. Cultural Strategy guides managers and entrepreneurs on how to leverage ideological opportunities: - How managers can use culture to out-innovate their competitors - How entrepreneurs can identify new market opportunities that big companies miss - How underfunded challengers can win against category Goliaths - How technology businesses can avoid commoditization - How social entrepreneurs can develop businesses that appeal to more than just fellow activists - How subcultural brands can break out of the 'cultural chasm' to mass market success - How global brands can pursue cross-cultural strategies to succeed in local markets - How organizations can maximize their innovation capabilities by avoiding the brand bureaucracy trap Written by leading authorities on branding in the world today, along with one of the advertising industry's leading visionaries, Cultural Strategy transforms what has always been treated as the "intuitive" side of market innovation into a systematic strategic discipline.
Author:
Publisher:
ISBN:
Category : Travel
Languages : en
Pages : 1270
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Book Description
Author: Margaret K. Hogg
Publisher:
ISBN:
Category : Consumer behavior
Languages : en
Pages : 438
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Book Description
Author: Margaret K. Hogg
Publisher:
ISBN:
Category : Consumer behavior
Languages : en
Pages : 440
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Book Description
Contains classic and contemporary writings including some of the most provocative and influential contributions to the field from across the social sciences, thus representing the increasing interdisciplinary richness of research in consumer behavior.
Author: David Inglis
Publisher: SAGE
ISBN: 1473958660
Category : Social Science
Languages : en
Pages : 1228
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Book Description
Cultural sociology - or the sociology of culture - has grown from a minority interest in the 1970s to become one of the largest and most vibrant areas within sociology globally. In The SAGE Handbook of Cultural Sociology, a global range of experts explore the theory, methodology and innovations that make up this ever-expanding field. The Handbook′s 40 original chapters have been organised into five thematic sections: Theoretical Paradigms Major Methodological Perspectives Domains of Inquiry Cultural Sociology in Contexts Cultural Sociology and Other Analytical Approaches Both comprehensive and current, The SAGE Handbook of Cultural Sociology will be an essential reference tool for both advanced students and scholars across sociology, cultural studies and media studies.
Author: Evinc Dogan
Publisher: Transnational Press London
ISBN: 1910781266
Category : Political Science
Languages : en
Pages : 444
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Book Description
Istanbul “took the stage” as one of the three European Capital of Culture (ECoC) cities in 2010. In this spectacle, the urban spaces were projected as the theatre décor while residents and visitors became the spectators. The images of Istanbul pile up in videos and posters to show the city in every aspect in which everything becomes mishmash and the message gets lost in the chaos. While Istanbul is depicted as a mystified city through Orientalist representations, this image of Istanbul moves between the opposite ends of the contrasting pairs, and in contestation. “Culture, defined as making sense of the world (Hall, 1997: 2), is an integral part of branding a place, which involves cultural exchange (Anholt, 2005: 140). Mega-events may be used as forms of advertising for city marketing and branding, where the signification is not only about production of meaning but also staging of the meaning. The cities hosting mega-events can be turned into the protagonists of the spectacle by showcasing their cultural products as well as cultural being. Thus, what staged there are the city, its image as well as the events. The mega-events are helpful to spread the word about the city, but the meaning is created also through imaging the city and positioning this image in the minds of the people.” CONTENT IntroductionChapter 1: Understanding and dissecting the city imageChapter 2. Marketing the city and the city imageChapter 3. Istanbul: European Capital of Culture 2010Chapter 4. Posters of Istanbul 2010Chapter 5. Istanbul in betweenConclusion
