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Cracking the code : leveraging consumer psychology to drive profitability / [electronic resource]
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| 자료유형 | E-Book |
|---|---|
| 개인저자 | Posavac, Steven S., 1969- |
| 단체저자명 | Society for Consumer Psychology. |
| 서명/저자사항 | Cracking the code[electronic resource] :leveraging consumer psychology to drive profitability /Steven S. Posavac, editor. |
| 발행사항 | Armonk, N.Y. : M.E. Sharpe, c2012 |
| 형태사항 | 1 online resource (xi, 331 p.) : ill. |
| ISBN | 0765629666 (electronic bk.) 9780765629661 (electronic bk.) |
| 서지주기 | Includes bibliographical references and indexes. |
| 내용주기 | Bridging theory and practice : a conceptual model of relevant research / Bernd Schmitt -- Optimal marketing for really new products : using a consumer perspective to improve communications / Steve Hoeffler and Michal Herzenstein -- Consumer tunnel vision and implications for managing the marketing mix / Steven S. Posavac, David M. Sanbonmatsu, Shailendra Pratap Jain -- How to target diverse customers : an advertising typology and prescriptions from social psychology / Anne M. Brumbaugh -- Where to draw the line? Managerial implications of behavioral research on deceptive advertising / Guang-Xin Xie and David M. Boush -- Verbal and visual interaction in print advertisements / Yeqing Bao, Shi Zhang, and James T. Simpson -- Comparative advertising research : a review and research agenda / Meng-Hua Hsieh ... [et al.] -- Brand experience : managerial applications of a new consumer psychology concept / J. Josko Brakus, Bernd Schmitt, and Lia Zarantonello -- Success stories : how marketing managers can leverage the psychology of narratives / Jennifer Edson Escalas -- The consumer-generated product review : its effect on consumers and marketers / Ohyoon Kwon and Yongjun Sung -- Improving the predictive power of consumer research by measuring naturally occurring judgments / Maria L. Cronley ... [et al.] -- Negativity and customer satisfaction : its managerial implications / Keiko I. Powers -- Nonconscious processes in consumer behavior : a review of prior literature and implications for marketing / Israel Martinez ... [et al.] -- Marketing insights from a model of action and empirical findings / Geraldine Fennell. |
| 요약 | Filled with solid, actionable information and advice, this unique handbook focuses on how knowledge of the principles of consumer psychology can be used to improve managerial decision making and organizational performance. |
| 일반주제명 | Consumer behavior. Marketing -- Management. Marketing. Business. BUSINESS & ECONOMICS / Consumer Behavior. |
| 언어 | 영어 |
| 기타형태 저록 | Print version:9780765629647076562964X |
| 대출바로가기 | http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=392887 |
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| No. | 등록번호 | 청구기호 | 소장처 | 도서상태 | 반납예정일 | 예약 | 서비스 | 매체정보 |
|---|---|---|---|---|---|---|---|---|
| 1 | WE00002173 | 658.8/342 | 가야대학교/전자책서버(컴퓨터서버)/ | 대출가능 |
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