S umit kucuk (21 Ergebnisse)

Zustand: New. In English.

Zustand: New. In English.

Zustand: New. In English.

Hardcover. Zustand: Brand New. 126 pages. 8.50x6.00x0.75 inches. In Stock.

Gebunden. Zustand: New.

Zustand: New. 2020. 1st ed. 2020. hardcover. . . . . . Books ship from the US and Ireland.

Paperback. Zustand: Brand New. 2nd reprint edition. 212 pages. 9.25x6.10x0.45 inches. In Stock.

Zustand: New.

Zustand: New.

Taschenbuch. Zustand: Neu. Druck auf Anfrage Neuware - Printed after ordering - This book focuses on the concept of 'brand hate' and consumer negativity in today's digital markets. It explores the emotional detachment consumers generate against valued brands and how negative experiences affect their and other consumers' loyalty. It is almost impossible not to run into hateful language about companies and their brands in today's digital consumption spaces. Consumer hostility and hate is not hidden and silent anymore but is now openly shared on many online anti-brand websites, consumer social networking sites, and complaint and review boards.The book defines consumer brand hate and discusses its dimensions, antecedents, and consequences as well as the semiotics and legality of such brand hate activities based on current brand dilution arguments. It describes the situations which lead to anti-branding and how consumers choose to express their dissatisfaction with a company on individual and social levels. This newly updated edition discusses recent research findings from brand hate literature with new cases and extended managerial analysis. Thus, the book provides strategic perspectives on how to handle such situations to achieve better functioning markets for scholars and practitioners in marketing, psychology, and consumer behavior.…

Zustand: New. In English.

Taschenbuch. Zustand: Neu. Brand Hate | Navigating Consumer Negativity in the Digital World | S. Umit Kucuk | Taschenbuch | ix | Englisch | 2019 | Springer | EAN 9783030131098 | Verantwortliche Person für die EU: Springer Verlag GmbH, Tiergartenstr. 17, 69121 Heidelberg, juergen[dot]hartmann[at]springer[dot]com | Anbieter: preigu. …

Buch. Zustand: Neu. Druck auf Anfrage Neuware - Printed after ordering - This book focuses on the concept of 'brand hate' and consumer negativity in today's digital markets. It explores the emotional detachment consumers generate against valued brands and how negative experiences affect their and other consumers' loyalty. It is almost impossible not to run into hateful language about companies and their brands in today's digital consumption spaces. Consumer hostility and hate is not hidden and silent anymore but is now openly shared on many online anti-brand websites, consumer social networking sites, and complaint and review boards.The book defines consumer brand hate and discusses its dimensions, antecedents, and consequences as well as the semiotics and legality of such brand hate activities based on current brand dilution arguments. It describes the situations which lead to anti-branding and how consumers choose to express their dissatisfaction with a company on individual and social levels. This newly updated edition discusses recent research findings from brand hate literature with new cases and extended managerial analysis. Thus, the book provides strategic perspectives on how to handle such situations to achieve better functioning markets for scholars and practitioners in marketing, psychology, and consumer behavior.…

Hardcover. Zustand: Brand New. 2nd edition. 199 pages. 8.25x5.75x0.75 inches. In Stock.

Zustand: New.

Zustand: New. In English.

Zustand: New.

Taschenbuch. Zustand: Neu. Druck auf Anfrage Neuware - Printed after ordering - This book focuses on marketing graphics, figures, and visual artifacts discussed in marketing theory in order to explain and discuss marketing concepts visually, and open a door to future predictions of the evolution of such marketing concepts. Marketing concepts are, by nature, abstract and there is a need for approaches that provide a clear picture of such concepts, along with concrete and hands-on knowledge tools to students, scholars, and practitioners. Furthermore, the recent rising importance and popularity of digital marketing tools and marketing metrics make visualization of such important marketing phenomena possible. Visualizing or concretizing of marketing data is more important than ever as the usage and presentation of such enormous amounts of data requires visual representation.Whereas the first edition focused on traditional marketing elements, namely the 4Ps or marketing mix elements, this edition includes a new section focusing on digital marketing, which introduces the 4Cs, defined as Connectivity, Content, Community and Commitment. Consequently, this edition provides a broader view of marketing concepts by also proposing a new conceptualization to today's dynamically changing digital marketing value creation tools. As a result, this book develops a new foundation of digital marketing and provides an alternative way of discussing and explaining marketing concepts, old and new, with visual representations.…

Buch. Zustand: Neu. Druck auf Anfrage Neuware - Printed after ordering - This book focuses on marketing graphics, figures, and visual artifacts discussed in marketing theory in order to explain and discuss marketing concepts visually, and open a door to future predictions of the evolution of such marketing concepts. Marketing concepts are, by nature, abstract and there is a need for approaches that provide a clear picture of such concepts, along with concrete and hands-on knowledge tools to students, scholars, and practitioners. Furthermore, the recent rising importance and popularity of digital marketing tools and marketing metrics make visualization of such important marketing phenomena possible. Visualizing or concretizing of marketing data is more important than ever as the usage and presentation of such enormous amounts of data requires visual representation.Whereas the first edition focused on traditional marketing elements, namely the 4Ps or marketing mix elements, this edition includes a new section focusing on digital marketing, which introduces the 4Cs, defined as Connectivity, Content, Community and Commitment. Consequently, this edition provides a broader view of marketing concepts by also proposing a new conceptualization to today's dynamically changing digital marketing value creation tools. As a result, this book develops a new foundation of digital marketing and provides an alternative way of discussing and explaining marketing concepts, old and new, with visual representations.…

Zustand: Hervorragend. Zustand: Hervorragend | Seiten: 316 | Sprache: Englisch | Produktart: Bücher | This book focuses on marketing graphics, figures, and visual artifacts discussed in marketing theory in order to explain and discuss marketing concepts visually, and open a door to future predictions of the evolution of such marketing concepts. Marketing concepts are, by nature, abstract and there is a need for approaches that provide a clear picture of such concepts, along with concrete and hands-on knowledge tools to students, scholars, and practitioners. Furthermore, the recent rising importance and popularity of digital marketing tools and marketing metrics make visualization of such important marketing phenomena possible. Visualizing or concretizing of marketing data is more important than ever as the usage and presentation of such enormous amounts of data requires visual representation.Whereas the first edition focused on traditional marketing elements, namely the 4Ps or marketing mix elements, this edition includes a new section focusing on digital marketing, which introduces the 4Cs, defined as Connectivity, Content, Community and Commitment. Consequently, this edition provides a broader view of marketing concepts by also proposing a new conceptualization to today¿s dynamically changing digital marketing value creation tools. As a result, this book develops a new foundation of digital marketing and provides an alternative way of discussing and explaining marketing concepts, old and new, with visual representations.…

Hardcover. Zustand: Brand New. 2nd edition. 315 pages. 8.27x5.83x0.87 inches. In Stock.