Consumer Behavior in Marketing Strategy
Author : John A. Howard
Publisher :
Page : 408 pages
File Size : 38,99 MB
Release : 1989
Category : Business & Economics
ISBN :
Consumer Behavior
Author : Delbert I. Hawkins
Publisher : McGraw-Hill/Irwin
Page : 0 pages
File Size : 43,42 MB
Release : 2003-03
Category : Consumer Behavior
ISBN : 9780072865493
Book Description
Consumer Behavior, 9/e, by Hawkins, Best, & Coney offers balanced coverage of consumer behavior including the psychological, social, and managerial implications. The new edition features current and exciting examples that are tied into global and technology consumer behavior issues and trends, a solid foundation in marketing strategy, integrated coverage of ethical/social issues and outlines the consumer decision process. This text is known for its ability to link topics back to marketing decision-making and strategic planning which gives students the foundation to understanding consumer behavior which will make them better consumers and better marketers.
Neuromarketing
Author : Leon Zurawicki
Publisher : Springer Science & Business Media
Page : 291 pages
File Size : 18,86 MB
Release : 2010-09-02
Category : Business & Economics
ISBN : 3540778292
Book Description
Over the last 10 years advances in the new field of neuromarketing have yielded a host of findings which defy common stereotypes about consumer behavior. Reason and emotions do not necessarily appear as opposing forces. Rather, they complement one another. Hence, it reveals that consumers utilize mental accounting processes different from those assumed in marketers' logical inferences when it comes to time, problems with rating and choosing, and in post-purchase evaluation. People are often guided by illusions not only when they perceive the outside world but also when planning their actions - and consumer behavior is no exception. Strengthening the control over their own desires and the ability to navigate the maze of data are crucial skills consumers can gain to benefit themselves, marketers and the public. Understanding the mind of the consumer is the hardest task faced by business researchers. This book presents the first analytical perspective on the brain - and biometric studies which open a new frontier in market research.
Buyer Behavior in Marketing Strategy
Author : John A. Howard
Publisher :
Page : 632 pages
File Size : 34,50 MB
Release : 1994
Category : Business & Economics
ISBN :
Book Description
This text outlines The Consumer Decision Model as a framework for applying consumer buying theory into marketing practice. It also shows how marketing strategies and plans can be based upon both qualitative and quantitative analysis - and yet still not require background in formal statistics.
El Comportamiento del Consumidor en la Estrategia de Marketing (Consumer Behavior in Marketing Strategy)
Author : John A. Howard
Publisher : Ediciones Díaz de Santos
Page : 536 pages
File Size : 21,50 MB
Release : 1993-10
Category : Business & Economics
ISBN : 9788479780821
Book Description
El objetivo del presente libro es proporcionar herramientas conceptuales y técnicas que el lector podrá aplicar en la práctica de marketing, tanto si persigue beneficios como si no, de una forma que hasta ahora no había sido posible. Este objetivo se consigue, en primer lugar, integrando de forma sistemática dos corrientes independientes de investigación básica sobre los consumidores: el enfoque más tradicional de la formación del concepto y el nuevo enfoque de proceso de la información. En segundo lugar, unificando al consumidor y a la competencia como dos elementos clave a los que se enfrenta el director de marketing. En tercer lugar, la integración de estos aspectos se lleva a cabo en el contexto de un diseño sistemático de la estrategia y de los planes de marketing. INDICE: Introducción. Fundamentos psicológicos del modelo de decisión del consumidor. Aplicación. Entorno sociocultural. Extensión al modelo de decisión del consumidor.
Geomarketing
Author : Gérard Cliquet
Publisher : John Wiley & Sons
Page : 236 pages
File Size : 20,21 MB
Release : 2013-03-04
Category : Business & Economics
ISBN : 1118614143
Book Description
This title describes the state of the art in all areas of spatial marketing, discussing the various constituents which make up the geography of markets. Demand varies according to location and can be measured according to revenue, the number of households, spending patterns and lifestyles. Supply is also dependent on position, because prices, services, products and available shops rely on location, while the difference between supply and demand is the rationale for the role of the trader. The book also covers the way geographic techniques help to solve marketing problems and contains chapters written by contributors with extensive experience in this field; given that it is crucial for companies to direct their marketing correctly at their target audience, this will be indispensable reading for those involved in this area.
Online Brand Communities
Author : Francisco J. Martínez-López
Publisher : Springer
Page : 256 pages
File Size : 35,11 MB
Release : 2015-12-11
Category : Business & Economics
ISBN : 331924826X
Book Description
This book presents and analyzes the concept of online brand communities, an emerging and exciting topic in marketing and eCommerce. First, it lays out the foundations like the evolution of the Web and the so-called Social Web, its utility for users and businesses, and the evolution of the marketing mind-set to adapt the Social Web. On this basis, the book then presents a detailed analysis of online brand communities, examining the concept of virtual community with a specific focus on virtual brand communities. In this context the book also explores recent trends related to branding and brand management. Next, it proposes a classification system for online brand communities, taking into account questions like the motivating factors for consumers to join, participate and stay in a community. The process of value creation in communities is examined from both business and consumer perspectives. The book draws to a close with a brief presentation of the process broadly accepted for the successful development of online brand communities.
Essentials of Marketing Management
Author : Geoffrey Lancaster
Publisher : Routledge
Page : 764 pages
File Size : 16,82 MB
Release : 2017-08-24
Category : Business & Economics
ISBN : 1351709070
Book Description
The overall success of an organization is dependent on how marketing is able to inform strategy and maintain an operational focus on market needs. With an array of examples and case studies from around the world, Lancaster and Massingham's vital study offers an alternative to the traditional American focused teaching materials currently available. This second edition has been fully revised and updated, including a new chapter on digital marketing written by Dr Wilson Ouzem. Topics covered include: consumer and organizational buyer behaviour product and innovation strategies direct marketing Social media marketing Designed and written for undergraduate, MBA and masters students in marketing management classes, Essentials of Marketing Management builds on the successful earlier edition to provide a solid foundation to understanding this core topic.
Handbook of Research on Retailer-Consumer Relationship Development
Author : Musso, Fabio
Publisher : IGI Global
Page : 625 pages
File Size : 38,76 MB
Release : 2014-05-31
Category : Business & Economics
ISBN : 1466660759
Book Description
Though based on an economic transition, retailer-consumer relationship is also influenced by non-economic factors and is a context of social interaction. With the emergence of modern merchandising techniques and a rise in large retail companies, consumers have become increasingly vigilant of practice within the retail industry. Handbook of Research on Retailer-Consumer Relationship Development offers a complete and updated overview of various perspectives relating to customer relationship management within the retail industry and stimulates the search for greater integration of these views in further research. Offering different angles to analyze the exchange between the retailer and the consumer, this handbook is a valuable tool for professionals and scholars seeking to upgrade their knowledge, as well as for upper-level students.
Diccionario Inglés de Negocios, Comercio Y Finanzas
Author : Emilio-Germán Muñiz Castro
Publisher : Psychology Press
Page : 1200 pages
File Size : 43,85 MB
Release : 1998
Category : Business
ISBN : 9780415093934
Book Description
This collection of essays and reviews represents the most significant and comprehensive writing on Shakespeare's A Comedy of Errors. Miola's edited work also features a comprehensive critical history, coupled with a full bibliography and photographs of major productions of the play from around the world. In the collection, there are five previously unpublished essays. The topics covered in these new essays are women in the play, the play's debt to contemporary theater, its critical and performance histories in Germany and Japan, the metrical variety of the play, and the distinctly modern perspective on the play as containing dark and disturbing elements. To compliment these new essays, the collection features significant scholarship and commentary on The Comedy of Errors that is published in obscure and difficulty accessible journals, newspapers, and other sources. This collection brings together these essays for the first time.
