Advertising Marketing and Brand Building, - Hardcover

Advertising Marketing and Brand Building : Understanding Consumer Behaviour

figs (illustrator). Contents Introduction 1 Bridging theory and practice a conceptual model of relevant researchBernd Schmitt 2 Optimal marketing for really new products using a consumer perspective to improve communicationsSteve Hoeffler and Michal Herzenstein 3 Consumer tunnel vision and implications for managing the marketing mixSteven S Posavac David M Sanbonmatsu Shailendra Pratap Jain 4 How to target diverse customers an advertising typology and prescriptions from social psychologyAnne M Brumbaugh 5 Where to draw the line Managerial implications of behavioral research on deceptive advertisingGuang-Xin Xie and David M Boush 6 Verbal and visual information interaction in print advertisementsYeqing Bao Shi Zhang and James T Simpson 7 Comparative advertising research a review and research agendaMeng-Hua Hsieh Kyra Blower Xingbo Li Shailendra Pratap Jain and Steven S Posavac 8 Brand experience managerial applications of a new consumer psychology conceptJ Josko Brakus Bernd Schmitt and Lia Zarantonello 9 Success stories how marketing managers can leverage the psychology of narrativesJennifer Edson Escalas 10 The consumer-generated product review its effect on consumers and marketersOhyoon Kwon and Yongjun Sung 11 Improving the predictive power of consumer research by measuring naturally occurring judgmentsMaria L Cronley Frank R Kardes Susan Powell Mantel and Helene Deval 12 Negativity and customer satisfaction its managerial implicationsKeiko I Powers 13 Nonconscious processes in consumer behavior a review of prior literature and implications for marketingIsrael Martinez Raquel Castano Claudia Quintanilla and Martin Reimann 14 Marketing insights from a  model of action and empirical findingsGeraldine Fennell Name index Subject indexThe unique contribution of this book 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 decisionsThe contributing authors of this book 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 chooseThe chapters cover fundamental topics such as new products management marketing mix strategy marketing communications and advertising social media and experimental marketing jacket 332 pp. Artikel-Nr. 101440

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