Cracking the Code: Leveraging Consumer Psychology to Drive Profitability - Couverture souple

 
9780765629654: Cracking the Code: Leveraging Consumer Psychology to Drive Profitability
Couverture souple
ISBN 10 : 0765629658 ISBN 13 : 9780765629654
Editeur : M.E. Sharpe, 2011

Synopsis

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.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l?auteur

Steven S. Posavac is the E. Bronson Ingram Professor of Marketing at Vanderbilt University’s Owen Graduate School of Management. Posavac is an expert in consumer and managerial decision making, and is a widely cited author of more than forty journal articles and book chapters. He is an area editor of the Journal of Consumer Psychology, and serves on the editorial review boards of the Journal of Consumer Research and the Journal of Economic Psychology. Posavac is a past president of the Society for Consumer Psychology, and does consulting work in the area of brand development.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
M.E. Sharpe
Date d'édition
2011
Langue
anglais
ISBN 10 
0765629658
ISBN 13 
9780765629654
Reliure
Broché
Nombre de pages
336
Éditeur
Posavac Steven S.
Coordonnées du fabricant
non disponible
Personne responsable
non disponible

Autres éditions populaires du même titre

9780765629647: Cracking the Code: Leveraging Consumer Psychology to Drive Profitability

Edition présentée

ISBN 10 :  076562964X ISBN 13 :  9780765629647
Editeur : M.E. Sharpe, 2011
Couverture rigide