|
" Cracking the code : "
Steven S. Posavac, editor
| Document Type
|
:
|
BL
|
| Record Number
|
:
|
703367
|
| Doc. No
|
:
|
b525556
|
| Title & Author
|
:
|
Cracking the code : : leveraging consumer psychology to drive profitability /\ Steven S. Posavac, editor
|
| Publication Statement
|
:
|
Armonk, N.Y. :: M.E. Sharpe,, [2012]
|
|
|
:
|
, ©2012
|
| Page. NO
|
:
|
xi, 331 pages :: illustrations ;; 24 cm
|
| ISBN
|
:
|
076562964X (cloth : alk. paper)
|
|
|
:
|
: 9780765629647 (cloth : alk. paper)
|
| Bibliographies/Indexes
|
:
|
Includes bibliographical references and indexes
|
| Contents
|
:
|
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. Joško 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
|
| Subject
|
:
|
Consumer behavior
|
| Subject
|
:
|
Marketing-- Management
|
| Dewey Classification
|
:
|
658.8/342
|
| LC Classification
|
:
|
HF5415.32.C73 2012
|
| Added Entry
|
:
|
Posavac, Steven S.,1969-
|
| Added Entry
|
:
|
Society for Consumer Psychology
|
| |