Cracking the Code: Leveraging Consumer Psychology to Drive Profitability PDF Download
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Author: Steven S. Posavac
Publisher: Routledge
ISBN: 131747371X
Category : Business & Economics
Languages : en
Pages : 319
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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: Steven S. Posavac
Publisher: Routledge
ISBN: 131747371X
Category : Business & Economics
Languages : en
Pages : 319
Get Book Here
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: George Zinkan
Publisher: Marketing Classics Press
ISBN: 1613112718
Category : Business & Economics
Languages : en
Pages : 290
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Book Description
Author: Tereza Semerádová
Publisher: Springer Nature
ISBN: 3030931315
Category : Business & Economics
Languages : en
Pages : 247
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Book Description
The COVID-19 pandemic has been a very strong reminder that the future economic development of any country is more than ever influenced by its ability to ramp-up digital competitiveness. Consequently, enterprises were pushed to assess and develop the possibilities offered by e-commerce and online marketing tools. In this book, experts outline the prerequisites for such online marketing competitiveness and compare the current level of digital marketing competitiveness in Europe by using publicly available macro and micro-level data. The authors present their analyses and recommendations including interviews with over 125 online marketers and e-commerce specialists and present the lessons from digitalization of over 600 SMEs.
Author: Lia Zarantonello
Publisher: Routledge
ISBN: 1317803167
Category : Business & Economics
Languages : en
Pages : 330
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Book Description
The Handbook of Brand Management Scales is a concise, clear and easy-to-use collection of scales in brand management. Scales are a critical tool for researchers measuring consumer insights, emotions and responses. Existing handbooks of marketing scales do not include (or include very few) scales related to brand management constructs. This book is the first to meet this need. Sample scales include brand personality, brand authenticity, consumer–brand relationships and brand equity. Each scale is included with a clear definition of the construct it is designed to benchmark, a description of the scale itself, how to use it and examples of possible applications in managerial and academic contexts. A much-needed reference point, this is a unique, vital and convenient volume that should be within reach of every marketing scholar's and manager's desk.
Author: Cruz-Cunha, Maria Manuela
Publisher: IGI Global
ISBN: 1466643749
Category : Business & Economics
Languages : en
Pages : 799
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Book Description
Workplace technology is evolving at an accelerated pace, driving innovation, productivity, and efficiency to exceedingly high levels. Businesses both small and large must keep up with these changes in order to compete effectively with fellow enterprises. The Handbook of Research on Enterprise 2.0: Technological, Social, and Organizational Dimensions collects the most recent developments in evaluating the technological, organizational, and social dimensions of modern business practices in order to better foster advances in information exchange and collaboration among networks of partners and customers. This crucial reference supports managers and business professionals, as well as members of academia, IT specialists, and network developers in enhancing business practices and obtaining competitive advantage.
Author: Philip M J Reckers
Publisher: Elsevier
ISBN: 0080471889
Category : Business & Economics
Languages : en
Pages : 308
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Book Description
Now in its 20th edition, "Advances in Accounting" continues to provide an important forum for discourse among and between academic and practicing accountants on issues of significance to the future of the discipline. Emphasis continues to be placed on original commentary, critical analysis and creative research - research that promises to substantively advance our understanding of financial markets, behavioral phenomenon and regulatory policy. Technology and aggressive global competition have propelled tremendous changes over the two decades since AIA was founded. A wide array of unsolved questions continues to plague a profession under fire in the aftermath of one financial debacle after another. This volume of "Advances in Accounting" includes articles reflective of recent economic distress: articles on the effects of post bankruptcy financial reporting, measurement of decline in earnings persistence, re-estimations of bankruptcy prediction models, and an understanding of new assurance needs. It also looks at trends of significance to academics (trends in research and dissertations focus) and practitioners (trends in IS audits). With this 20th volume, "Advances in Accounting" makes a new commitment to the global arena by introduction of an International Section and a new international associate editor. As never before, the accounting profession is seeking ways to reinvent itself and recapture relevance and credibility. AIA likewise continues to champion change through this revised global editorial commitment.
Author: American Academy of Advertising. Conference
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 282
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Book Description
Author: American Marketing Association
Publisher:
ISBN:
Category : Marketing
Languages : en
Pages : 454
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Book Description
Author: Emelda L. Williams
Publisher: Scholarly Title
ISBN: 9780824084905
Category : Business & Economics
Languages : en
Pages : 228
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Book Description
Author: Upinder Dhar
Publisher:
ISBN:
Category : Electronic commerce
Languages : en
Pages : 344
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Book Description
Papers presented at a national conference organised by Prestige Institute o Management and Research held at Indore; with reference to India.
