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Books > Business & Economics > Business & management > Management of specific areas > Research & development management
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Personality, Design and Marketing - Matching Design to Customer Personal Preferences (Hardcover)
Loot Price: R3,874
Discovery Miles 38 740
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Personality, Design and Marketing - Matching Design to Customer Personal Preferences (Hardcover)
Expected to ship within 12 - 17 working days
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It is a marketing truism that products should be shaped around the
preferences of customers, not designers, and that a design or
advert that is effective with one personality type may not be
effective with another. Since purchasing intent can be increased by
providing products that appeal to particular types of customers, an
understanding of the impact of personality on design will help
maximise the effectiveness of design and advertising efforts.
Gloria Moss brings together contributions from leading experts in
academia and industry, including Professor Judi Harris, Dr Ceri
Sims, Professor Paul Springer, Holly Buchanan and the late Bill
Wylie. This book reveals the extent to which design and advertising
effectiveness can be improved through an understanding of the
personalities of a range of stakeholders. While the impact of
demographic factors (age, class, geographical location) is the
object of considerable research, the impact of personality on
production and preference aesthetics has been greatly overlooked.
It is only by grouping together research conducted on diverse
fields that a larger picture of the impact of personality on design
production and preference aesthetics can be constructed.
Personality, Design and Marketing will be of great interest to
those who would like to see the effectiveness of design and
marketing enhanced, whether it is those working in the area of
design, or marketing or general management. It shows the extent to
which preferences vary according to personality and the limitations
of a one-size-fits-all approach to design.
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